The Problem
A CPG company in the home cleaning category was preparing to launch a new product in a market where a strong incumbent product already existed.
Before pursuing further marketing and product development efforts, they needed to objectively understand how their new product measured up against the competition. While initial lab testing indicated that their product was as good as, if not better than, the competition, our client sought a reliable and unbiased method to validate these claims and ensure consumer confidence.
The Approach
We developed an in-home use test (IHUT) study to allow participants to objectively test and measure each product.
» Screened and recruited participants matching specific target profiles to test both products.
» Masked all products to remove brand bias and shipped test kits with detailed instructions, strict testing guidelines, and standardized measurement rubrics.
» Collected structured participant feedback on each product’s performance and direct side-by-side comparisons.
The Results
Response Rates
We saw a 90%+ response rate from opted-in participants who received and tested the products.
Objective Comparison Feedback
We compiled performance data across specific surface types for each product, a process that let us confirm that respondents found both product at-parity for cleaning capabilities. Additionally, we identified that there was no statistically significant preference for either product, meeting the client’s launch-readiness criteria.
Product Development
A review of open-ended feedback collected during the study providing our client’s product development team with actionable insights for texture and scent refinements.
Did You Know...
In home use tests are the ideal way to allow everyday consumers to try out products. While the approach requires vigorous protocols to ensure that each respondent follows a similar process, it yields key data to for product launch decisions and marketing claims.
