The challenge
Our client was preparing to introduce a new floor cleaning product and needed to validate its unique selling propositions (USPs). The primary challenge was to confirm that the product’s stated benefits resonated with the intended audience and to sharpen the marketing messages so they would be as compelling as possible ahead of launch.
What we did
We carried out a two-stage qualitative research program in Italy. The first phase involved a four-week online community, where consumers tested the product in their own homes, cleaning their floors two to three times per week. This in-home trial enabled us to observe how participants recognized and interpreted the product’s benefits in a real-world context. We then conducted in-depth interviews with a selected group of participants to evaluate potential marketing messages against their lived product experiences.
The impact of the research
This multi-stage approach delivered strong validation of the product’s USPs. The insights not only reinforced the product’s core strengths but also helped clarify the most relevant target audience. The research resulted in a prioritized set of marketing messages, allowing the client to move forward with the launch confidently, knowing their communications were effective and aligned with consumer perceptions.
