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Close up of juice bottles on a shelf

Product Innovation for Air Wick


The Brief

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. 
Outcome

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.
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