Our client’s brand had just dealt with a challenging year due to heavy competitive activity, pantry loading and corporate cannibalization. To make matters worse, slow product use-up and lower medial spending levels had contributed to a significant decline in sales.
- Ethnographic Video In-Home & IDI’s
- To understand how attitudes and dusting/furniture care behaviors differ between heavy/light users.
- To identify why heavy users choose the product more frequently than light users.
- To understand what, if anything, are obstacles limiting usage of the product.
Our Customized Approach
Our team conducted a series of in-home video ethnographies, where participants recorded themselves and their cleaning behaviors over several weeks. Then, we met with each participant to review their behavior and gain a better understanding of their attitudes toward our client’s product.
- Brand equity appeared to be limiting how/when the product was being used.
- Heavy users applied the product on a variety of surfaces and typically cared about the quality of the clean.
- Light users cared more about the speed of the clean.
- Brand advertising needed to be modified to communicate the alternative uses for the product.
- A new messaging strategy was needed Brand equity appeared to be limiting how/when the product was being used for the light users to increase product usage.
This in-home research study led to several breakthrough insights for the brand, significantly impacting the brand’s messaging strategy and ultimately improving business results.