Case Study

Understanding the Appeal of a Revolutionary Concept

The Challenge

  • To understand the appeal and purchase interest in this category innovation
  • To uncover strengths and weaknesses of the proposition allowing refinement and optimisation.


  • Focus Groups


  • In-depth report
  • HD video footage & edits

Our Solution

  • Qual groups allowed us to explore the concept, understand first impressions and explore the idea on a magnified scale
  • Imaginative projective methods encouraged consumers to visualise the potential of the pack on their own lives and the wider environment including before and after examples to delve deeper into the alleged benefits, weaknesses and the usage options

The Outcome

  • The idea had a strong appeal, although there were aspects which required clarification in consumer language to deliver understanding and buy in; subsequent research refined this
  • We worked as a partner with our client throughout this project and subsequent projects: packaging, claims, design, communication of benefits and reason to believe, formulation, usage experience and at shelf impact
  • The compressed deodorant range has been launched with unprecedented levels of success across our client’s deodorant portfolio!

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