Growth / France / Retail & Consumer Goods
In real life contextualised U&A
“Just wanted to thank you all for today’s presentation of the results. It’s been a real success, and the results will have a great impact.” Client, R&D and Innovation category lead
Business issue
Our client, a leader in FMCG bodycare, were wanting to investigate how they could develop products or services that contributed to the reduction of shower water waste. Due to a lack of hard data, they were unable to understand current behaviors and, more importantly, the emotional and rational drivers behind reducing water waste.
They wanted to run a pilot study to enhance their understanding, but gave Ipsos the automony to develop an innovative approach that would go beyond the 'obvious'.
Our solution
We proposed a three-tiered approach: firstly to explore general sentiment towards water waste with an online community, secondly to measure at-home water consumption and shower time sensors combined with an online diary, and thirdly to use behavioural science to explain and analyse the say/do gap. For example, people may say they want to reduce water waste, but, given the opportunity, do they actually attempt to reduce water waste?
For the data integration multi-source protocol, we gathered consumption data of thousands of showers in real life, and merged this with diary data and open data on participants water hardness, weather and external temperatures.
By integrating the different data sources, it allowed us to “triangulate” the data. For example, we could identify outliers that could come from technical temporary issues based on diary data, whilst also understanding how external factors, like water hardness, could have an impact on showering behaviors.
For more information on this case study, get in touch here.
Impact
The study was presented to the client's R&D Head of Sustainability, who was very excited about the results and methodology, and launched initiatives to develop innovations focusing on identified key water features.
The client commissioned a similar study for a different category and is planning to replicate it in more countries.
