Product Innovation for Air Wick
A global manufacturer wanted to establish how to develop a new product which would disrupt the market in the stagnating aerosols sector. The Retail Institute applied a Kansei method to collect insightful consumer data and understand the complex relationships between consumer language, packaging attributes and the brand.
What We Did
Kano & Kansei Study
- Investigated the whole product experience - from point-of-sale to disposal - not only first impression.
- Identified challenges in the product category; market saturation and limited technological innovations, low differentiation on-shelf, non-eco aerosol technology with EU legislation steering towards ‘greener’ products. Standard aerosol products also had a low emotional and sensorial appeal for consumers.
- Establishing which product attributes were the most appealing to consumers to determine the focus on developing those product features that really matter - making it easier to commit to strategic NPD investments.
- An innovation road map was designed to help our client plan a considered pipeline of activities.
By translating the emotional customer responses into specific product characteristics, our client was enabled to control to shape and impact levels of customer delight, resulting in:
- 30% Category growth.
- 40% Increase in consumption.
- Distinctive look and feel.
- Eco-friendly and ergonomic design.
- Great emotional and sensorial appeal.
Why We Are Best Placed
- Established expertise in delivering the Kano & Kansei methodologies.
- Knowledge of full customer journey.
- Multi-disciplinary research team with expertise in conducting experimental consumer methodologies.