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How a CPG Company Identifies the Best Concept for Its Dishwashing

Business Problem

A CPG company needed to test concepts for its dishwasher packaging to align its product and messaging with consumer perceptions resonating with the consumers’ day-to-day challenges.

What & How We Did It

We utilized our pre-profiled BA proprietary panel base to collect data through online surveys. We saw wide representation across South Africa
Messaging and product concepts were evaluated based on key metrics like uniqueness, relevance and understandability
Our methodology helped us get real-time behavior through exchanges of texts, videos and data through media and chat threads

Key Insights

Our research showed that the majority of the consumers used the client brand due to their affinity for fresh fragrance and easier and faster washing capabilities
The audience sought strong association with natural ingredients in such products, looking for such attributes in the packaging and the product

Client Impact :

The company strategically aligned its messaging and product concept to suit the consumers everyday problems, ensuring prominent brand associations. This helped the business capture maximum consumer attention and drive purchases.

Market

South Africa

South Africa