Case Study
How a CPG Company Identifies the Best Concept for Its Dishwashing
Industry
CPG and Retail
Solution
Idea and Concept Testing
Market
South Africa
Business Problem
A CPG company needed to test concepts for its dishwasher packaging to align its product and messaging with consumer perceptions resonating with the consumers’ day-to-day challenges.
What & How We Did It
- We utilized our pre-profiled BA proprietary panel base to collect data through online surveys. We saw wide representation across South Africa
- Messaging and product concepts were evaluated based on key metrics like uniqueness, relevance and understandability
- Our methodology helped us get real-time behavior through exchanges of texts, videos and data through media and chat threads
Key Insights
- Our research showed that the majority of the consumers used the client brand due to their affinity for fresh fragrance and easier and faster washing capabilities
- The audience sought strong association with natural ingredients in such products, looking for such attributes in the packaging and the product
Client Impact
The company strategically aligned its messaging and product concept to suit the consumers everyday problems, ensuring prominent brand associations. This helped the business capture maximum consumer attention and drive purchases.
