Case Study: a national manufacturer of cleaning products reverses category decline with Decision Analyst segmentation research

National Manufacturer of Cleaning Products reverses category decline with Decision Analyst

A national manufacturer of cleaning products was facing declining sales across its portfolio and the entire category. To reverse this trend, the company engaged Decision Analyst to better understand its core users through market segmentation and identify new strategies for growth.

Decision Analyst implemented a multi-phase research design using virtual ethnography, in-person interviews, and a robust survey to uncover key usage motivations and market segments. This led to a refreshed category repositioning strategy and the development of new products designed to address specific usage barriers and occasions, successfully reversing the category's decline.