HG wanted to understand the drivers of category behaviour across different retailer types, and identify and overcome the barriers to purchase, and ensure the current and future offerings align with consumer needs to encourage growth and future-proof the brand.
What we did
Fieldwork was conducted in two stages: an online deep dive interview focusing on category level attitudes, emotions and brand perceptions, followed by our unaccompanied shop methodology with covid-secure interviews focusing on the decisions happening at the shelf.
What we found out
- Cleaning shoppers are on a replenishment mission, but a significant proportion of shoppers are still trying a new cleaning product that they’ve not used before
- Previous experience of Effectiveness drives planning, attraction in store and purchase
- Shopping and using cleaning products is not an emotional experience, but there is still a core emotional driver to purchasing and using products that HG can target
"I had not used Spark Emotions before, but what I liked about the pitch was the fact that they invested time in getting to know our objectives and also the HG brand. This combined with them using their blend of psychology and industry knowledge, they were able to get to a deep understanding of our shoppers, as well as translating those insights into usable recommendations and actions that will enable us to grow the brand both now and in the future."
Matt Lothian – Senior Category Development Manager