A pest control brand noticed a decline in household penetration. In support of the brand's goal to grow penetration, there was a desire to understand why consumers are migrating away from the category and, more importantly, from the brand.
We utilized a two-phased approach: online qualitative followed by online quantitative. We learned that the most people are completely leaving the category, rather than the brand, as the current products are perceived to be harmful. These findings helped our client recognize the importance of offering a safer alternative and will fuel new product development.