Case Study: Clorox humanizes consumer insight with Voxpopme

How Clorox uses Voxpopme to humanize consumer insight and make better business decisions

Clorox, a leading multinational manufacturer of trusted consumer brands, wanted to better understand where, how, and why its products fit into customers’ lives. With a quant-heavy research process in place, the company needed a way to capture richer, more expressive feedback beyond text, scores, and ratings. Clorox turned to Voxpopme’s video research platform to help humanize consumer insight and strengthen the stories it shared with leadership.

Using Voxpopme, Clorox rolled out agile qualitative video feedback across brands like Kingsford, Clorox Sprays, Burt’s Bees, and Glad, running studies such as concept tests, shop-alongs, IHUTs, journey mapping, and diary studies. The solution helped Clorox uncover the “why” behind consumer behavior faster and at scale, identify opportunities to innovate and optimize products and experiences, and make customer feedback more visible across the organization through smartboard displays at headquarters.

Clorox