A large CPG company was developing an innovative in-car air care system and wanted early experiential feedback to guide key decisions on product design, setup, functionality, value proposition, messaging, and scent options.
The team used a multi-method qualitative approach, including:
- In-depth interviews conducted in consumers’ cars to observe the setup experience.
- A week-long digital selfnography in which consumers documented product use through journals, videos, and photos.
- Focus groups to reflect on the experience and generate ideas for positioning and go-to-market messaging.
Early consumer feedback revealed opportunities to simplify setup and refine the product design and positioning before launch.
In-context consumer feedback early in development helped the client make key updates to the product design, positioning, and messaging to support a stronger launch.