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Testing the Waters Before Launching a New Innovation in the Market

New Innovation in Market

Business Problem

  • The CPG industry is characterized by fast movements and shifting consumer demands, which makes it essential for assessing market sentiments at every touchpoint in a product life cycle. Before launching a new soap bar, FMCG giant Unilever partnered with Borderless Access to get a detailed picture of the consumer perception, preferences, attitude and sentiments, to take a more market insights-driven decision.

What & How We Did It

  • We explored product placement to target the potential consumers.
  • Held focus group discussions with the users capturing their insights about the soap bar
  • Our digital diary solutions captured the consumer reactions and user experience insights in video format after using the soap bar. The digital diary solution offers longitudinal study to assess consumer behavior with real-time analytics.

Key Insights

  • The soap bar was found to be associated with a lingering fragrance
  • The larger size of the soap bar was perceived as a symbol of longer-lasting usage, meant to be offering an enhanced value for money

Client Impact :

Testing the market sentiments and taking a consumer-centric approach pre-product launch helped Unilever to fast-track the launch of the soap inspired by market insights, driving sustained business growth.

Market

South Africa

South Africa

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