A leading supplier of home cleaning products witnessed a decline across category and brand sales. With a goal of growing household penetration, our client wanted to better understand consumer attitudes, competitive drivers and brand barriers that impact purchase decisions. In addition, our client wanted to delve into current product usage and opportunity areas that would improve brand sales.
Through a qualitative online community, we were able to explore the specific usage, attitudes and needs across brand users, as well as competitive product users. Creative activities and in-depth conversation enabled us to uncover key delights, frustrations, and motivations around product usage and recent changes in usage. Our results identified why people were using the product less, and crucial barriers to overcome. The findings were used to guide creative development of our client's new advertising campaign, addressing the barriers to using the product.