Market Research and Development
R&D focus
directed by the tool
Improved
customer segmentation
The Ask
A multinational consumer packaged goods company’s market research division was struggling to collect accurate data on how people washed their clothes. Their product development and marketing teams were unsatisfied with survey responses, as they predicted that participants answered based on idealised washing practices rather than their actual behaviour.
Our Solution
Using lessons learned from TV viewership research, a physical device would provide the most accurate consumer evaluation. A sensory pack in the washing machine could determine temperature, cycle duration, cycle type, spin speed and more.
Our experts designed an IoT connected device that could be safely placed into a washing machine, collecting results for the client. We also built a platform to store and organise the data collected, building algorithms to analyse and turning the sensory data into wash cycle insights. A final dashboard made insights valuable for R&D teams and leaders.
Impact
The tool directed the product development team on where to focus their R&D, i.e. which temperatures were popular or use of pre-washes etc.
It also allowed marketers to understand how customer segments used wash cycles. Providing valuable insights to support their focus on illustrating certain benefits to certain segments, affording them better purchasing decisions as a direct result.