The challenge
A household products manufacturer wanted to know how a new surface cleaner performed in real homes compared with shoppers' usual brand. Diaries produced hundreds of open comments about scent, streaks and ease of use that needed to be compared fairly.
Our approach
We placed blind-coded product with regular category buyers and coded their diary feedback into consistent themes.
- Recruited regular surface-cleaner buyers and recorded their usual brand
- Delivered blind-coded product with simple usage instructions
- Collected short online diaries during use and a recall survey at the end
- Coded every diary comment into themes such as scent, streaking and effort
The results
- A real-home read on performance against usual brands
- Diary themes quantified alongside the survey ratings
- High retention across the two-week test
Illustrative scenario based on typical engagements. Client details are anonymised.
