Exploring Toilet Cleaning

Challenge

Understanding the differences in perceptions, usage, and benefits of various toilet fresheners in Germany to determine how to help the client’s toilet products become more mainstream.

Our client, a toilet product manufacturer, sought to increase their market share in Germany by understanding how people perceive toilet maintenance and interact with toilet products. Germans take toilet cleaning seriously, and our client needed insights to help their products become more mainstream.

Approach

To leave no lid unopened, we engaged with Germans aged 18-60 across the country, including users of both our client’s brand and the market leader. Our conversations delved into every aspect of the toilet cleaning experience, from product usage to perceptions of packaging and store placement. We explored people’s cleaning routines in detail, gaining a comprehensive understanding of their approach to bathroom maintenance.

Outcome

Our research uncovered foundational insights into German cleaning approaches, particularly within bathrooms. We illuminated key behaviors and perceptions that our client could leverage to gain market share. Our exploration revealed the visual proof points people seek in toilet cleaning products, as well as the packaging phrases and imagery that capture attention on store shelves. These insights paved the way for our client to entice more consumers to choose their brand over the market leader, providing a clear strategy for growth in the competitive German market.