Testing New Product Ingredients In Consumer’s Context
Key health & beauty aid company wanted to validate the impact of an ingredient change in more consumer realistic situations utilizing a sequential monadic testing design. Test was conducted to evaluate the surfactant replacement and provide cost savings.
Our Approach
Curion conducted a 14-Day Paired Comparison Sequential Monadic Home Use Test across four geographically dispersed markets in the US.
Step 1
Select Test Audience
For the home use test, we targeted a selection of females 18-55 who used the client brand in the past 12 months.
Step 2
Define Use Parameters
Consumers tested the 2 Shampoos with a provided conditioner one at a time; trying each at least 3 times over the course of a week.
Step 3
Collect Impressions
Consumers were asked to complete an online survey at the end of each usage period.
- Leaves my hair looking beautiful
- Nourishes my hair
Insights
Since the test took place in-home, it provided a more realistic look into consumer-perceived performance.
There were no perceivable technical differences between the formulas; preference and opinion of each were equal.
Results
While there was no loss of overall product opinion and no negative key attributes, there was mention of hair having less of a shine & the new formula had a weaker fragrance. As a result, the fragrance was dialed up saving significant production and ingredient cost to the P&L of the brand.
