Filling a cleaning brand’s pipeline and testing a new range
Two strong products can still make a confusing range. A cleaning brand wanted new products for its range, so we built a concept pipeline from first ideas, then tested two propositions side by side as a range.
- Client
- Household goods company
- Industry
- Household cleaning
- Kind of work
- Concept and product testing
- Our role
- An innovation pipeline from opportunity areas to screened concepts, then a quantitative range test
The question
The brand asked us to take an innovation program from first ideas to a prioritized pipeline of concepts, covering its core cleaning job and others.
A narrower question followed. The brand had two propositions for its core cleaning job, and wanted to know whether they could work together in one range, how far each stood apart, and what the extra benefit in one of them was worth to buyers.
Our approach
A concept for the core cleaning job and one for another job compete with different products, so we used separate benchmarks for core concepts and for the rest.
Each concept was classed on consumer evidence alone, leaving the brand’s technical, regulatory and commercial questions for their own review. Selected concepts were then explored in more depth.
Because the second question was about a range, the quantitative test read the two propositions together as well as each on its own terms. It modeled volumes too, as estimates under the tested conditions for the brand to plan with.
What the team came away with
From the pipeline, the brand had a prioritized set of concepts, each measured against a benchmark that fit it, with closer work on selected concepts.
From the range test, the team had a quantitative read of the two propositions together, with modeled volumes for planning.
Related work
View concept and product testing case studies- What we do
- Concept testing and portfolio prioritization
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