Case Study: Leading Home Cleaning Product Manufacturing Company achieves proprietary consumer insights and targeted segmentation for product development and marketing with Blueocean Market Intelligence

Segmentation unveils insights to develop new products and guide marketing efforts

Leading Home Cleaning Product Manufacturing Company faced outdated and incomplete consumer insights about how people clean their homes, and wanted up-to-date data including behavior of less-acculturated Hispanic consumers. They engaged Blueocean Market Intelligence and its 360 Discovery approach to capture usage behavior, needs (functional and emotional), situational context, and product usage across households.

Blueocean Market Intelligence conducted stakeholder interviews, secondary research, a two-part consumer study with segmentation and a nine-day in-home usage diary, identifying seven unique General Market segments and a separate Hispanic segmentation. Blueocean Market Intelligence’s work produced proprietary insights into usage drivers, key product benefits, and the most attractive segments by purchasing power, involvement and brand alignment, which the client used to tailor marketing, positioning and new product development and improve overall marketing effectiveness.