Bright Side Up: Fabric Cleaner Perception, Usage & Brand Communication
Research Objectives
Understand what whiteness and brightness mean to the consumer and how are they different
Understand what progress means to this consumer and how can bright clothes deliver on progress
Decode the distinctive assets that populate client’s brand communication and also the themes that it has used in the past to arrive at clear codes of what needs to be done going forward
Approach and Methodology
Triads
Up to 2.5 hours
At a central location
Focus Group Discussion
With 8 Respondents
Up to 2 hours
At a central location
SAMPLE SIZE: Triads – 20, FGD - 29
MARKET: Mumbai, Delhi & Bangalore
Target Group
Female
25-35 years
SEC: A/B
Married with/out kid
Working & Housewife
Usership
Must have been using Rin/Tide/Ghadi Detergent Powder/bar for at least 3-6 months without a break.
Must be washing clothes at least 4-5 times a week.
Must be washing clothes for their family. It should be hand-washed, machine-washed.
Must be the decision makers for the detergent brand they use.
• Must be buying their preferred brand Sargam detergent
powder in 500 gms pack at least.
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