Determining the Best Cleaning Cloth Concept for Commercial Use
Challenge
A well-known manufacturer of professional cleaning products developed two wipe concepts with distinctive branding and functional benefits but could only proceed with one. Research was required to determine the most promising idea in four major markets: US, Europe, China, and Brazil.
Approach
M/A/R/C® utilized its proprietary ASSESSOR® Multi-Influencer Model to forecast potential market share and revenue for each cleaning cloth concept. Choice-based conjoint was paired with ASSESSOR® to understand the financial implications of changing price, claims, and product configuration.
- 2-cell monadic evaluation among commercial purchasing decision-makers (choosers) and users in over 20 qualified industries within each market, including aerospace, pharmaceutical production, and food processing.
- 15-minute online survey
Key deliverables included:
- Forecast of first-year sales potential by market
- Activation Potential among both Choosers and Users. Activation Potential is ASSESSOR®’s proven modeled metric for understanding a concept’s ability to motivate the target audience to buy/use.
- Clear direction on top concept to launch with optimized configuration, pricing, and messaging based on conjoint results
- User-friendly simulator with sales volume across the full range of tested scenarios
Outcome
- Both concepts were viewed as strong options among choosers, exceeding M/A/R/C®’s benchmark for Activation Potential. However, one of the two options was more favored by Users, based on a higher degree of believability.
- Conjoint results revealed how potential for this new product could be maximized across price and claims. Product configuration had little impact.
- M/A/R/C® recommended a global launch strategy with important nuances by market.