Case Study: a CPG firm co-creates smarter natural personal care innovation with The Dieringer Research Group

CPG Firm co-creates NOPC innovation with The Dieringer Research Group through 3-phase consumer research

A well-known CPG firm sought to explore a long-term product development opportunity for a new line of natural and organic personal care (NOPC) products. Their challenge was to uncover consumer insights that could redefine functional and emotional expectations to guide this new venture. They partnered with The Dieringer Research Group, Inc (The DRG) to leverage its qualitative research and product development expertise.

The DRG implemented a multi-phased, iterative study framework primarily using qualitative methods. This solution included an online diary and discussion board, in-person focus groups, and a quantitative web survey to create a comprehensive experiential roadmap of the NOPC consumer journey. The insights gathered laid a foundation for understanding consumer beliefs and expectations, which directly guided the CPG firm’s ongoing line extension initiatives, particularly in the areas of preferred ingredients, product efficacy, and packaging claims.

CPG Firm