Optimize: Detergent

Our client required a full understanding of the sensory characteristics that drive both liking and perceived functionality (in terms of cleaning and care) for liquid detergents in Argentina.


We conducted a two-stage project comprising initial sensory profiling followed by an in-home product trial. Linking of sensory data with consumer opinion and diagnostic data was carried out using MMR’s proprietary modelling techniques.


A clear hierarchy of characteristics within the category, and the relative performance of each variable within these characteristics, were identified in order for MMR to provide optimization recommendations for our client to strengthen its positioning and build market share

It identified that colour and viscosity were key variables and provided firm recommendations on how to improve performance by optimizing these key elements

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