THE BRIEF
A leading fabric care product company aimed to evaluate consumer preferences for the scent of their new laundry detergent. The goal was to understand which scent variants were most appealing and to gather feedback on overall product satisfaction. The company sought to enhance their product line based on consumer insights and preferences.
OUR APPROACH
To address the client’s objectives, we employed a Central Location Test (CLT) methodology
- Central Location Test (CLT): We conducted a sniff test using the CLT approach in multiple urban locations to ensure a diverse range of participants. Participants were invited to a central venue where they were presented with different scent variants of the laundry detergent.
- Participant Recruitment: We recruited a diverse group of participants with varying demographics, including age, gender, and socio-economic background. This ensured a comprehensive understanding of consumer preferences across different segments.
- Scent Evaluation: Participants were provided with fabric swatches treated with each scent variant of the laundry detergent. They were asked to sniff each swatch and rate their preference for the scent on a standardized scale. Additionally, participants were asked to provide feedback on their overall impression of the scent, including attributes such as freshness, pleasantness, and strength.
- Questionnaire: After the sniff test, participants completed a detailed questionnaire that gathered information on their laundry habits, brand loyalty, and willingness to purchase the tested product based on the scent. The questionnaire also included open-ended questions to capture qualitative feedback on the scents.
- Data Analysis: The quantitative ratings and qualitative feedback were systematically analyzed to identify patterns, preferences, and areas for improvement. Statistical methods were used to quantify the overall preference for each scent variant, while thematic analysis was applied to the qualitative data.
THE OUTPUT
The findings from our CLT provided valuable insights for the client:
Consumer Preference Insights:
- Preferred Scents: The majority of participants showed a strong preference for the scents labeled as “Fresh Citrus” and “Lavender Bliss.” These scents were described as invigorating, pleasant, and suitable for daily use.
- Least Preferred Scents: The scents labeled as “Tropical Breeze” and “Ocean Mist” received lower ratings. Participants noted that these scents were too strong or artificial.
- Overall Impressions: Participants appreciated the freshness and long-lasting nature of the preferred scents. However, some expressed concerns about potential skin sensitivities with stronger scents.
Opportunities for Improvement:
- Product Line Refinement: Focusing on the scents that received the highest ratings and considering reformulation or discontinuation of the less preferred variants.
- Sensitive Skin Formulas: Developing versions of the preferred scents that are gentle on sensitive skin to cater to a broader audience.
- Marketing Strategies: Highlighting the freshness and pleasantness of the most preferred scents in marketing campaigns to attract new customers and retain existing ones.
Conclusion: Our research enabled the client to gain a clear understanding of consumer preferences for their fabric care product scents. By leveraging the insights from the CLT, the company can refine their product line, improve customer satisfaction, and enhance their market positioning. This case study underscores the importance of consumer feedback in product development and the effectiveness of CLT in evaluating sensory attributes.