A manufacturing firm creates a new laundry detergent that aims to improve the laundry experience and seeks to understand how this new solution will be accepted among target users. This study aims to observe user behaviors and examine how consumers evaluate and describe the product’s sensory benefits. It will also determine if the unique value proposition is compelling enough to encourage a switch and if the prototypes deliver the promised benefits.
The research employed home use testing (HUT) that gave consumers the opportunity to use the detergent prototypes in their own homes to gather real-world insights and tweak the product before commercial launch. A researcher observed how consumers used the detergent samples, asking probing questions to understand product expectations and usage in context. Follow-up interviews were conducted to collect feedback on the products’ performance and impressions of the resulting washed items.
Product Properties Evaluation assessed differences between product prototypes based on important attributes and compared them to users’ current brand, aiming to determine which prototype is preferred and whether its features are compelling enough to incentivize a switch.
Concept Evaluation explored the overall relevance and appeal of the value proposition, focusing on its cleaning effectiveness and fragrance dimensions.
Filipino consumers consider it economical to buy products with multiple combined attributes due to the cost savings associated with using a product that offers several benefits. In the case of laundry detergent, this means they seek a single product that provides a range of functional benefits, including cleaning power, fragrance, and fabric softening, while also making the laundry process quicker, easier, and affordable.
Given the high value placed on the experience of wearing clean clothes and the feedback on the quality of washed items, those who do the laundry often view this task as a reflection of both the detergent's effectiveness and their affection for their family members. Thus, a laundry detergent’s role extends to social advantages, such as gaining approval, and emotional benefits, like expressing love and care through the proper maintenance of family members' clothing.
Consumers evaluate the effectiveness of a laundry detergent primarily based on its impact on the washed clothes, which is assessed through its cleaning power and fragrance. Cleaning power is judged not only by visual indicators, such as brighter, whiter clothes and the absence of dirt, but also by the appearance and scent of the detergent solution after laundering. Similarly, consumers evaluate fragrance attributes not only for their pleasantness but also for their intensity, longevity, and the absence of any undesirable odors.
Other product properties, such as powder appearance and texture, foaminess, and solubility, also play a crucial role in shaping consumers' perceptions of a detergent powder. Consumers prefer finer granules, which indicate product purity, and may value the presence of multi-colored granules that suggest enhanced cleaning properties. The speed and thoroughness with which the detergent dissolves in water are important, as undissolved granules can lead to unpleasant odors and potential damage to garments. Additionally, the height and density of the foam are indicators of effective cleaning power.
Despite the intense competition in the crowded laundry detergent market, there remains an opportunity for differentiation. Consumers are actively seeking products that effectively remove odors, provide long-lasting fragrance that lingers for days, and prevent bad odors from clinging to the fabric.
