We used our proprietary Blueprint approach to explore the goals and needs of consumers
in relation to the benefits and attributes of products within the hand wash
were shown pairs of pack images
and asked preference between the two, their preference
was then explored in depth with a series of open questions. A laddering style of questioning was used to elicit both the functional and more
readily accessible drivers and the higher level motivations that exist when
choosing a hand wash. This approach provided a wealth of
information around the key benefits and prompts to choose a particular hand
wash at point of purchase. We were able
to filter down to understand the hierarchy of needs at an overall level plus
identify the consumer segments that exist with differing needs.
this deep insight, we were able to provide clear recommendations to our client
in terms of the
relative strengths and weaknesses of both their own and competitor brands and how well they meet
the different needs identified. We
provided guidance on how best to target the different consumer segments within
the hand wash category, plus identified gaps in the market where future NPD should be focused.
Our client has used this comprehensive yet actionable level of information to guide their development funnel for future NPD.