Cambridge Market Research worked with a cleaning product manufacturer in order to gain a greater understanding of their market and consumers. We had three aims when undertaking this project: to assess the appeal and brand fit of new product ideas; to provide feedback on the home usage experience of products taken forward; and to benchmark the performance of products versus those of the client’s competitors.
We used two methods in order to provide the client with the information and data they required to advance their business. We carried out quantitative concept screening on an ongoing basis to build a database of successful concepts. We then conducted quantitative product placement tests to provide consumer feedback on packaging and product, likelihood to purchase and preference vs. competitors.Based on our recommendations, successful concepts were developed and products tested with consumers. We are continuing to work with the client, enabling a normative database to be built up over time.