Case Study: Reckitt builds a five-year innovation pipeline with Zappi

Reckitt builds a five-year innovation pipeline with Zappi after testing 100+ concepts

Reckitt's intimate wellness team faced the challenge of building a five-year innovation pipeline for its three core brands (Durex, KY, and Queen V). They needed a method to test and prioritize concepts that would appeal to each brand's specific target audience. To accomplish this, they partnered with Zappi for agile concept testing.

Zappi implemented a solution that included creating three custom category benchmarks and attitudinal norms specific to intimate wellness. Using the Zappi platform, Reckitt tested over 100 concepts quickly and cost-effectively against these meaningful benchmarks. This approach enabled Reckitt to confidently prioritize ideas and establish a clear innovation roadmap, resulting in a strong five-year pipeline built on robust consumer insights.

Reckitt