Brief: Kimberly-Clark Professional partners with businesses to create "Exceptional Workplaces", helping make them healthier, safer and more productive. It manufactures and supplies out of home washroom, industrial wiping and PPE products, and introduces innovations into the market regularly. Although its own work identifies strengths K-CP recognises the power of having independent, objective proof that its products are better than the competition. To support product launches it’s essential that it has robust claims that can withstand legal scrutiny if necessary and be useable in a range of marketing content.
Execution: A large scale utility, performance and user preference testing project was designed. This took 200 office and healthcare workers through the process of simulating activities, testing and evaluating 10 separate products covering client and competitor samples, in a hall test environment.
Sapio have developed a pro forma that efficiently takes the desired marketing claims, converts them into consumer research statements, and runs them through an analysis framework. The project planning stage is also streamline and standardised.
As part of the approach Sapio has also devised a way of efficiently setting up and managing the tests with supervisors and interviewers who are trained and familiar with the type of simulations, rotation schemes, respondents and subject area. The approach allows us to deliver the results smoothly within 5 weeks of briefing.
Outcome: The results supported the successful launch of the product at the Cleaning Show 2017 and has since received coverage in highly targeted vertical press such as Cleaning & Maintenance Magazine. They have also formed the basis of proof for sales support collateral including YouTube videos and flyers.
Product feedback has also been included in the internal innovation program and used for further developments.