Supporting Product Innovation through Research
The Sensory Dimensions Difference
Our unique facilities for personal care research helped our client to experience first-hand, how consumers used their product and gain invaluable insight as a result.
One of our clients was looking to deliver innovation through packaging in the depilatory cream market. They had developed two novel dispensers and asked us to investigate and improve the market potential of each.
It was clearly important to talk to current users and non-users of depilatory cream not only to explore the appeal, but also to understand how the products performed in use. However, the development stage meant that very few packs were available and in-home testing was not an option. Instead, we made use of our purpose-built personal care research facility.
What We Did
We ran a research study with users and non-users at our Nottingham shower booth facility. Respondents used the creams, trialling one applicator per leg. One way viewing mirrors meant the client could witness in-person exactly how the respondents got on with each pack. Sessions were also filmed and shared with the wider team. During and after use respondents self-completed a study questionnaire and took part in 1-2-1 depth interviews.
What We Found
Our client learnt so much by just watching real consumers use the product in real time, that they felt they knew what they had to go and do straightaway! The depth interviews confirmed their observations and revealed that one of the dispensers had enormous appeal, especially to those people who had avoided depilatories in the past. The interviews also generated ideas for new product opportunities.
Further development was carried out to finalise the design, larger numbers of samples were made and large scale in-home testing carried out prior to launch.