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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. 

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.