Case Study: The Clorox Company achieves rapid consumer insights and faster go-to-market with GutCheck

How Clorox Was Able to Achieve a New Level of Speed and Confidence with Quick Consumer Reads

Clorox’s Emerging Brands team — a small, scrappy group working with tight budgets and timelines — needed fast, reliable consumer insight to refine a newly acquired line of easy‑prep, Latin‑flavored dinners. They had to optimize concepts, packaging, flavors and preparation, build an ROI-backed sell‑in story, and win shelf space at new and existing retailers without the resources of a large research program.

GutCheck delivered quick consumer reads by recruiting targeted respondents and running qualitative dialogue plus in‑home user tests (22 respondents, Hispanic millennials and general population; three stimulus sets across nine product groups; a five‑day quantitative read). The work validated concepts, refined packaging and messaging, clarified preparation, and accelerated time to market — helping the team update product positioning and sales materials and secure shelf‑space commitments from two major grocery chains within weeks at a fraction of traditional cost.

The Clorox Company

Jaclyn Tucker

Global Insights Manager Innovation Insights