Our client, a global consumer healthcare company, wanted to understand how to approach the market and the NPD process differently. Instead of looking at the household cleaning market through the product category lens they’d always used previously, they wanted to take a holistic view of the world of germs.
We designed a programme of culturally sensitive qualitative and quantitative research to discover people’s deep-seated attitudes to the world of germs. The audience included both marginal and mainstream consumers – from care workers, business travellers and consumers with compromised immunity to first-time mothers. We used digital ethnography and tweet-testing comms, identifying key triggers across 4 continents.
One of the key outputs was a documentary which brought these audiences – and their attitudes to germs – to life for an international stakeholder team.
Our work provided the client with a clear direction for NPD based on macro and micro perspectives of the category, and allowed them to identify global opportunities both for existing and new products. Using the client’s consumer segmentation meant we could apply both local and global insights to a consistent consumer health framework.