The Bare Truth

The Challenge

A global manufacturer of cleaning supplies needed some unique insights into cleaning to help reposition their portfolio to increase penetration in the home, bathroom, and hard surface cleaning space.

They wanted to dive deep into household chores and get at not only the real ways that people clean, but the real ways they clean they might not feel comfortable sharing with the wider world.

The Approach

To get to insights rooted in culture, behavior, and untapped opportunity, we went where very few research projects ever go; into the shower with people. We sent waterproof phone cases to participants in four countries across the globe and asked them to videotape themselves in the shower… capturing intimate, nuanced, in-the-moment behaviors that are illusive during face-to-face research. We explored bathing behaviors, cultural perceptions of dirt, germs and cleaners on bodies vs. bathrooms… and the delights and pain points of the entire process. From there, we did in-home deep dives to further probe on what we were seeing — and finished up the project with a beautiful, in-depth journey map; showing our client all the places they could play along the way.

The Impact

We were able to bring this sensitive topic to life in a refreshing, fun, inspiring way for our clients — inspiring them to completely rethink the way they position their products in markets across the globe. Instead of telling them what consumers do, we were able to truly show them… helping them rethink their portfolio, their innovation pipeline and the way they talk about their products going forward.