Challenge
The Unilever laundry team was working on a relaunch of one of their leading global brands with an enhanced, more sustainable pack design and superior product performance and fragrance. Unilever needed research to understand consumers’ response to the change in packaging and formulation across several moments of usage, and to gauge performance vs. the competitor benchmark.
Approach
We used Kantar’s product testing approach, ProductEvaluate through Home Tester Club, the world’s largest online review and ratings community, to test the new product in real home environments. Customised modules drilled deep into the performance areas required for the different target audiences.
Insight
Within a week we found that the more sustainable approach surpassed consumer expectations, and most welcomed the change. A clear win and further justification for Unilever’s shift towards sustainability.
Unilever launched the new packaging and formulation with the confidence that consumers would welcome it, and the holistic approach provided guidance to futureproof the re-launch.
Impact
Unilever commended the methodology, noting that, as well as the quantitative rigour and KPIs required for comparability, it has two great advantages: lower time and lower investment – without compromise on the quality and depth of analytical thinking and insight delivery.
