Good Chemistry
Making one research project do the most
Category: Natural Fragrance, Body Care & Home Fragrance
Services: Research • Strategy • Consumer Insight
The situation
Good Chemistry had a beautiful redesign and fantastic new products. Needed: data and input for sharper segmentation, messaging, positioning and consumer intent before a major relaunch.
The strategy
We made the most of our recruit and our budget, bringing some ethnography and greater brand insights into the fold of our research. We got clarity on how consumers used fragrance, our most likely markets. Naming, priorities in “clean” and sustainability messaging, product description, use cases - we got the quant, the qual and the ahas on fragrance-loving customers.
The outcome
The depth, breadth and clarity of the research exceeded expectations, creating a powerful launch into a key door. And further, a roadmap for the messaging, content & product ahead.
We briefed a new digital agency for the client using a very insights-rich presentation that revealed some real opportunity for brand-building as well as de-risking product introductions.
Men buy candles too. And how-tos are essential.
Scent lovers like description
Fragrance notes aren't just descriptive, they're emotional in the "satisfying" age
How-tos work