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Dew Packaging Testing Case Study | Rapid Consumer Insight for a Challenger Household Brand

Dew is a challenger brand in the household cleaning category preparing to take new packaging concepts into a high-stakes trade conversation. With limited time and no margin for uncertainty, the brand needed fast, credible consumer insight that could stand up in front of buyers. Here’s what we delivered – within six days.

The challenge

Dew needed to understand how shoppers would emotionally and rationally respond to multiple new packaging concepts, and to do so quickly enough to influence an imminent customer meeting.

What we did

Our consumer psychologists designed a rapid research programme using the Spark Moments platform to capture both implicit emotional reactions and explicit feedback to the different packaging designs.

What we found out

The research highlighted which concepts felt most distinctive, credible, and shelf-ready, revealing emotional preference signals traditional feedback would have missed.

Impact

Within six days, Dew received an insight-led report that enabled confident packaging optimisation ahead of a critical trade meeting.

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