Case studies
CPG (Consumer packaged goods)
P&G
Proctor and Gamble sought to reengineer a large, unwieldy offline database of consumer emails and profiles used for online surveys. We re-registered and opted them into a an online panel and used an online licensed survey tool to Web-ize the entire process of sampling, deployment, questionnaire authoring, data collection and reporting. The first year of operation, P&G ran 800 product concept tests through the panel, helping to reduce the time from concept to market from an average of 5 years to 18 months.
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Clorox
We set up a 6 month panel of 1000 consumers who acted as product and marketing program testers to ensure that a new product line was tuned to the market and dud concepts and marketing tactics did not take valuable development resources. The virtual product test lab was used for concept tests, in home formula usage and effectiveness tests, messaging and infomercial tests, as well as packaging refinement. The system identified some low potential concepts and formulas, and strongly contributed to a successful launch of a new multi-million dollar line.
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OrangeGlo (OxiClean)
This relatively young company, with minimal history using research, tapped online consumer panels and surveys to test packaging, brand health and to place new products in homes nationally. We recruited households, place multiple alternative formulas, had consumers try the products for several weeks and then give us feedback on efficacy, ease of use, value, and benefits. This helped tune the product and ensure that the best formulas were put into production
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