Mobile research flavours and fragrances

Cases

Client

A producer of flavours and fragrances.

The Goal

Evaluate the fragrance of laundry detergent, in order to identify new areas of innovation or optimization.

  • How do consumers use laundry detergent?
  • How does this influence the importance of smell?
  • How is the smell evaluated during the different stages?
  • How is the fragrance when putting it into the washing machine?
  • How is the smell when drying?
  • How is the smell when ironing?
  • How is the smell when using the clothes and sheets?

What did we do?

We conducted a mobile research with 50 participants and made sure there was a mix in family composition, brands usages, liquid detergent and cups. We also took into consideration consumers using or not using a tumble dryer.

The use of mobile platform is relevant to get a clear view on how consumer use a certain product in the right moment and context. Especially for a low-involvement, intuitive product like laundry detergent, consumers often don’t really know what they do or they don’t do all the steps consciously but more out of habit.

The outcome

  • Clear understanding in the Usage & Attitude (U&A) of consumers in the right moment and context.
  • Identified the moments of truth for a product and some pain points that came up during certain stages in the process.
  • Identified some opportunities to resolve these pain points regarding smell

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