Household Care

Bringing household care products to market engages you in a balancing act between efficacy, convenience, and aesthetic appeal.  Just building a product with features that meet these criteria doesn’t mean consumers will come flocking.  Your products must satisfy consumer concerns rather than becoming another “me too” player in an already crowded market.  Doing this requires product designs that deliver compelling, differentiated experiences. 

Fragrance as Experience

Read About It!

Request a white paper based on “Capturing the implicit mind: Quantitative fragrance imagery by free association", which was nominated for the 2005 ESOMAR Best International Research Paper Award 

In 2004, the Nobel Prize in Physiology or Medicine was awarded to Linda Buck and Richard Axel for explaining how the sense of smell evokes memories and past experiences.  Their conclusions support a more holistic approach to research for product development, one that focuses on the consumer experience.  Such a holistic approach incorporates consumer concerns, appraisals, expectations and emotions associated with the consumer-product experience.

In household care, using fragrance as an experiential and emotional lever aligns with the growing trend of consumers moving towards experiential fragrances.  Consumers are not just buying a product with a pleasing scent; they are buying an experience.  Whether that experience takes them to a flower garden, a mountain meadow, or a sterile hospital wing, consumers are searching for experiences that align with their core concerns (i.e., personal goals, standards and attitudes).

Moving Beyond Liking

It is all about realizing that people don’t always buy ‘what they like’, which has been the mantra of industry for years. Consumers buy emotionally, contextually and logically, and not always to the same degree. Gaining insights into the each of these aspects of the whole consumer experience helps researchers find the sweet spot in concept and product research faster and much more effectively. To this end, our research methods can be tailored to deliver on all aspects of the consumer experience.  Through the application of a Holistic Consumer Framework™ when integrated with the innovation process, you can design a harmonized product that leverages the consumer experience and resulting emotions.  With a more holistic approach, you gain a greater degree of certainty for product success.