Business Issue
Our client, one of the biggest laundry brands, was planning to launch a new laundry product formulation in Indonesia; they needed to understand the key strengths of the potential formulas and their brands in order to gain success in the market
Our Approach
A multi-stage, reiterative approach, via a series of online communities - first to understand baseline laundry behaviours, and then to assess current, competitor and prototype evaluation via in-home testing.
Outcome and Project Impact
We did market research in Indonesia and gained deep understanding on laundry behaviour and perceptions of different consumers profiles (key sensorial preferences, resonating communications and packaging design elements). We also identified comprehensive insights on product performance (current and new formula), brand and communication performance, and also areas of improvement. Finally, we identified key attributes of laundry product that drive consumers’ satisfaction for clear product launch strategy direction.
