Reckitt Ltd. is a global consumer goods company, a producer of health, hygiene and home products. Their portfolio includes brands such as Dettol (antiseptic products), Veet (hair removal products), Gaviscon (heartburn/indigestion remedy), Enfamil (baby food) and many more.
Reckitt partner with us on a series of market research projects to confidently make valuable decisions within tight deadlines. Projects such as concept testing or shopper insights within child nutrition and health categories are aimed at understanding the preferences of specific consumer groups, e.g. mothers with children aged 0-36 months, or consumers with stomach issues.
For each of the projects a very precise sample of specific target audiences was required, including specific quota by SEC and sales channel. All projects had tight deadlines for delivery and were completed within 1 day to 1 week using our live Dynamic Sampling technology. Furthermore, the projects met the exact quota requirements.
A consumer segmentation identifies existing consumer segments within the market, their characteristics and how they differentiate in their purchase behavior, product usage and brand perceptions.
Most commonly, the consumer segmentation is one of the first studies to be carried out during the product innovation process. At this stage, consumer segmentation contributes to a clear definition of key segments in the market through the identification of, for example, common socio-demographic characteristics, perceptions of the existing market and product usage and patterns.
The consumer segmentation is also a valuable tool at later stages when experiencing shifts in the market dynamics, which will require are-identification of key segments.
Reckitt tracks the results of each project live from start to finish in our interactive dashboard. The dashboard's functionalities such as zooming in, applying filters and segments allows for quick analysis and key insights for decision making.
On Reckitt's request, we created insightful reports in PowerPoint and PDF formats to distribute and share the results.