The challenge
Our client was preparing to launch a new floor cleaning product and needed to validate its unique selling propositions (USPs). The key challenge was to ensure the product’s claimed benefits resonated with the target audience and to refine the marketing messages to be as impactful as possible ahead of the official launch.
What we did
We conducted a two-stage qualitative research program in Italy. First, we ran a four-week online community where consumers trialed the product at home, cleaning their floors two or three times a week. This in-home trial allowed us to see how they recognised the product's benefits in a natural setting. We then carried out in-depth interviews with a select group of participants to test potential marketing messages against their actual experiences.
The impact of the research
This multi-stage process provided robust validation of the product’s USPs. The insights generated not only confirmed the product’s strengths but also provided a clear direction for defining the target audience. The research delivered a prioritised list of key marketing communications, ensuring the client could launch the product with confidence, knowing their messaging would be effective and aligned with consumer perception.
