Informing the development of a new laundry product

The Need

The Research and Development (R&D) team of a leading global manufacturer wanted to test a new product proposition alongside different formulations for their leading brand.

Our Approach

To capture both performance and sensorial feedback, Opinium conducted an online qualitative Pop-up Community amongst current brand users.

The Community provided an iterative and engaging platform for participants to upload video feedback on the product, take part in group discussions and to offer views on current and proposed packaging.

This was combined with detailed insight into their household laundry habits.

The Outcome

The research identified the winning product proposition, prioritised core areas for development and offered clear recommendations for the manufacturer’s go-to-market launch strategy. These were successfully applied by the client, and the product is currently available nationwide.

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