Shopper Insights And Mental Model Research

Gain Shopper Insights to Learn How Your Customers Make Decisions and Model the Path-To-Purchase

Overview:

A large, American, personal care corporation that primarily produces paper-based consumer products wanted to understand why trial and repeat purchase of their flushable moist wipe product portfolio was on the decline.

Challenge

Determine whether the product promise was no longer resonating or the delivery of the promise was not being achieved. And, explore whether a more salient product promise for the brand existed.

Approach

Gather shopper insights through an online, quantitative methodology among consumers aware of the product category (both past users and non-users) and screened with an existing segmentation typing tool.

Outcome

By understanding the reasons for acceptance and rejection of flushable moist wipes, our client used the shopper insights to optimize the product and brand promise to maximize market traction. The findings guided the development of a new brand strategy which created a more sustainable solution on shelf, while reflecting the aspirational image of the brand.