A popular hair care brand wanted to connect with their consumers to gain insight into where their product stacked up to the competition and what opportunities they had for optimization relative to the competition.
Curion’s QDA® method allowed this client to mitigate risk of failure by driving a claims road map where their product was significantly advantageous over the competition, saving the brand time and money.
Traditionally, QDA® is conducted with product evaluations on-site. However, for this personal care product, off-site applications in Home Use Test evaluations were a necessity for capturing both baseline and wear efficacy attributes to be evaluated.
The lexicon the panelists developed consisted of:
- 14 baseline sensory attributes
- 62 sensory attributes sorted into categories (i.e. application, aroma, appearance, texture)
Significant differences were observed in 32 out of the 62 sensory attributes evaluated.
This QDA® methodology allowed our client to uncover and gain a competitive advantage by demonstrating large differences across key attributes within the product set. This process mitigated risk of failure and allowed the brand to claim success with significant advantages over its competition.