Case Study: Reckitt achieves faster, insight-driven product innovation with Skai

Reckitt Drives Product Innovation With Data and Insights From Skai™

Reckitt, owner of brands like Dettol, Durex and Strepsils, needed to accelerate growth in its vitamins, minerals and supplements (VMS) portfolio but found its home-grown insights platform (powered by Amazon review and IRI sales data) couldn’t explain why products were winning or predict what ingredient would be the next blockbuster. To fill that gap, Reckitt worked with Skai to add external consumer and market signals to its internal analytics stack via Skai’s API and data services.

Skai delivered pre-collected, categorized data from sources such as reviews, research, forums and patents and applied taxonomy-driven classification and predictive analytics so Reckitt could detect attribute-level trends. Using Skai’s data, the team uncovered negative sentiment around a competitor gummy’s taste and digestibility and a 61% increase in consumer discussions linking the ingredient to immune benefits in 2020, enabling Reckitt to score claims, identify white-space and fast-track a new gummy opportunity that would have taken years to uncover otherwise.

Reckitt

Ganesh Sivakumar

Head of Data & Analytics