When the Sex and Psychology team was in Berlin for our study abroad course earlier this year, we visited the Lovehoney Group for a tour and lecture to learn how sex toys and pleasure products are made. As part of this, they gave us an inside look at some of their user-focused research projects that have informed product development, which was so interesting!

For today’s blog, we’re diving into the fascinating world of sex sex toy product development (and all of the research that goes into it) with User Research Manager Elisabeth Neumann from Lovehoney. We had the pleasure of meeting Elisabeth in Berlin and were thrilled when she agreed to an e-interview, allowing us to share her valuable insights and knowledge with all of you!

Elisabeth Neumann was born and raised in Berlin. She first studied social work and spent several years working as a sex educator and in the field of reproductive rights before joining Lovehoney Group in 2018. Currently, she is attending a training program to become a certified sexological bodyworker, which she describes as “an inspiring journey that allows me to integrate embodiment and somatics into my research perspective.” Beyond her professional endeavors, Elisabeth has a fun and fulfilling personal life. She keeps busy in her free time by converting her van into a cozy part-time home, which she enjoys taking to the lakes around Berlin on weekends.

Q: What made you interested in pursuing a career in sex research?
A: I began my career as a sex educator and social worker, focusing on queer youth. During my Master’s in sexology, I rediscovered my passion for research. I’m driven by curiosity, exploring people’s motivations, desires, and behaviors, especially within the field of sexuality. I appreciate the unique challenges that come with researching sexuality and intimacy, such as creating a safe and comfortable environment for participants to share their experiences. It’s rewarding to uncover insights in an area often clouded by misconceptions and misinformation. Additionally, sex research is inherently interdisciplinary, drawing from social science, biology, psychology, education, and medicine, depending on the research questions. Lastly, this field is deeply connected to societal norms and structures, making it even more compelling to study.

Q: Can you tell us a little bit about your role with Lovehoney Group and what your job entails?
A: At Lovehoney Group, my role has a primary focus on user research. I connect the people who build our products with those who ultimately use them. My main goal is to ensure the user’s perspective is considered at every stage of product development, from the initial concept to post-launch evaluation. Additionally, I oversee product reviews with my team, ensuring we gather and analyze feedback effectively. I also lead in-house sex education and training sessions, keeping everyone updated and informed about the latest developments in our field.

Q: What is it like working with Lovehoney?
A: Working at Lovehoney is fun, and inspiring. Every day at work is different. I have the time to delve into research and pursue my own projects. It’s fulfilling to produce and share knowledge, contributing to a positive and informed workplace. What I enjoy most is being surrounded by people who cherish an open, sex-positive attitude.

Q: Can you tell us a little bit more about the research process and how research is conducted?
A: In the early stages of product development, we employ exploratory and primarily qualitative research methods. As the process advances, our focus shifts to verifying our previous hypotheses and product requirements, making the research more quantitative. The methods we use depend on the specific research questions, so our first step is to help stakeholders—such as designers, product managers, marketing specialists, or engineers—identify the key questions they need answered to advance their projects. This helps avoid the common trap of getting sidetracked by less critical but interesting queries.

Once we define the research design, we recruit participants from our in-house tester community, which currently includes 10,000 people from around the world. Interestingly, we’ve discovered that the top motivation for our participants is contributing to new insights and destigmatization. Their second priority is influencing product development by sharing their perspectives and identities, while rewards like free products come in third. This community-driven approach ensures that our research is both comprehensive and deeply connected to the users’ experiences and needs.

Q: Can you share any insights on the prototyping phase and how it helps refine the final product?
A: Prototypes are typically DIY builds crafted in our Berlin office labs. They usually perform the main function of a product, though elements like smooth design or button placement might not be finalized. The creation of these prototypes is driven by the most pressing research questions. Early prototypes often aim to better understand new stimulation techniques, shapes, or other innovative approaches to pleasure.

For example, during the development of our first masturbation shower head (the Womanizer Wave), prototyping was essential. Our collaboration partner Hans Grohe provided a wide range of water jets, and we needed to determine which were most suitable for masturbation by testing a selection of them. Once we identified the appropriate jets, we focused on understanding which shape would be most suitable for users in two different positions: showering and genital stimulation. We built prototypes featuring the same jets in various shapes to explore with users which worked best. In these projects, it’s crucial not just to ask “which do you prefer,” but to delve into the reasons behind their choices. This deeper understanding provides valuable insights for further improvement and user comprehension, ensuring the final product is as effective and enjoyable as possible.

Q: Why do you think research is important in this area? How does this research make Lovehoney Group stand out from other sex toy companies?
A: Historically, the design and function of sex toys and pleasure products have often been influenced by a male gaze and heterosexual scripts, primarily aiming to mimic penetrative sex. Lovehoney Group, however, takes a radically different approach by integrating in-depth research into every stage of product development. This means prioritizing the experiences of the people who actually use the products, rather than relying on assumptions and norms.

Our research is grounded in the latest findings on anatomy, arousal, and erogenous zones, ensuring our products are truly user-centric. This commitment to thorough research and a customer-focused perspective is what sets Lovehoney Group apart from other sex toy companies. By centering our design process around the user’s needs and experiences, we create products that are innovative, inclusive, and genuinely effective.

Q: Tell us about one of your favourite research projects and what you found. How did these findings shape how the product was developed?

A: My favorite research projects are those in the very early stages, where we may not even have a clear vision yet. I enjoy the open-minded exploration of a new field, and the interview situations are the most interesting part of my job. Here are a couple of examples of my favorites:

One project involved understanding the narratives and experiences of heterosexual men interested in anal stimulation. It was both interesting and poignant to discover how many participants were afraid to bring this topic up with their partners due to fear of rejection. However, I also recall the pure joy and euphoria of those who did discuss it and enjoyed the experience and increased intimacy with their partner.

Another fascinating project was researching masturbation with a shower head. It was particularly intriguing to understand the biographical and sentimental associations many people had with this, as for many, it was their first masturbation experience. For the shower head product, we found that many people said, “I would gift this to a friend to start a conversation about masturbation or encourage her to do so, but I would never gift her a sex toy.”

These findings significantly shaped the product development process. For the anal stimulation project, understanding the fears and joys of participants helped us create products that are more approachable and easier to introduce in a relationship. For the shower head, the insights on gifting preferences led us to design the product in a way that feels less like a traditional sex toy, making it more acceptable as a gift. This user-centric approach ensures our products resonate deeply with our customers’ real experiences and needs.

Q: Can you think of a time when you were surprised by the research findings?
A: Our research on masturbators has repeatedly shown that many users enjoy a see-through product, as being able to see their penis during usage adds a visually stimulating element to their arousal, which is very enjoyable and increases their enjoyment. This was a very surprising finding for me.

Another noteworthy discovery came during our research for the Womanizer Wave shower head. We found that for many women who have children and live with their partners, the bathroom is often the only room in the house where they can lock the door without raising questions or suspicion. This makes it their main space for privacy and, consequently, sexual self-pleasure. Once I heard it, it made so much sense, but it was something I had never considered before.

Q: What trends do you foresee in the sex toy industry over the next few years?
A: The sex industry in general is incredibly adaptive to new technologies, as we’ve seen with the significant influence of porn on the development of the internet and streaming services. I anticipate that AI solutions will have a profound impact on the sex toy industry and sex and intimacy products more broadly. These advancements will open up many interesting research fields to explore and critically analyze.

Additionally, I hope the trend of contributing to destigmatization and enabling people to access pleasure will continue to grow. This progress should create more opportunities for people to experience sexuality and pleasure on their own terms and conditions. I observe a continuous trend of people wanting to try and explore new things. This doesn’t necessarily mean they will incorporate everything they try into their sexual repertoire, but there is a growing trend of experimenting to see what feels good and interesting, and what doesn’t, allowing individuals to follow their unique preferences.

Not necessarily a trend, but a vision I am driven by, is the hope that people allow themselves to broaden their conceptions of intimacy, touch, and pleasure. There are so many layers to uncover in all of these concepts, and this journey is truly individual for each of us. Encouraging this personal exploration can lead to a richer, more fulfilling understanding of our own desires and experiences and be truly transformative.

Q: Is there anything else you think our readers should know?
A: Our industry, like sex research in general, constantly faces the challenge of debunking myths and misconceptions. Here are a couple I’d like to clarify: There is no evidence that Cleopatra ever used a self-made bee masturbator for pleasure. The oldest source claiming this is a highly questionable book called “Encyclopedia of Unusual Sex Practices” from the 1990s. Additionally, it’s a common myth that vibrators were invented to cure hysteria; this idea is more fitting for a porn script than history books.

Many thanks to Elisabeth for sharing her time and insights with us! To learn more about Lovehoney and their toys, check out our podcast interviews with Lovehoney’s Resident Sexual Wellness Advisor Sarah Tomchesson in episodes 243 (5 Ways Sex Toys Can Revolutionize Your Sex Life) and 244 (The Future of Sex Toys).

Image provided by Elisabeth Neumann, Banner made in Canva