The Challenge

Elmer’s is partnering with another consumer goods company to launch a new line of home organization products leveraging their Ever STIK technology.

Our Tools

  • In-Person Qualitative
  • Quantitative Research

Our Customized Approach

In-Person Focus Groups to obtain consumer perceptions on the product line concept and to explore positioning areas and potential product line names

  1. Three 90-minute focus groups in one market
  2. Group flow: (1) category, positioning, and concept discussion (2) name exploration including mood board exercise (3) Preference and summary discussion

Same Day Online Quantitative/Qualitative to refine naming options and measure which name option and package graphic option is strongest

  1. 2 Live 60-minute online sessions N=75/session
  2. The Team gathered in person to view the live session – including Marketing, Packaging, Packaging development agency, and IIM Consultant
  3. Online interview flow: exposure to product line concept and video of how product line works, rotated exposure of package/name combinations, assessment of overall package/name impressions, purchase interest, main message, likes/dislikes, uniqueness, need fulfillment, additional information the consumer wants on a package, usage perceptions, fit with the brand, preferred package/name design, stores expected to see the product in, expected store location of the product
  4. Open-ends are woven into the interview to understand the “whys” behind the numbers as the results come across.
  5. Results tallied, mined & discussed in real-time among the team to gain understanding and add additional probes, as needed.

Key Insights

While all of the tested ads were well received in both the U.S. and Canada, the options that resonated with the most consumers on an emotional level were:

Key elements to enhance communication include:

  • How many times can the product be reused and retain its adhesive properties
  • What surfaces the products are safe for use on
  • Strong visual proof one of the products can hold 10 pounds
  • How the technology works in a simple and easy to understand way

The Results

Product was launched successfully in market, partnering with limited retailers.

Without IIM's help to find this insight, we would have gone to market with a product that didn't meet all the needs of our consumers.

- Lisa Singer, Sr. Product Manager

Team members who worked on this project