Abstract:

Every time a consumer makes a product transition, there is an opportunity to either lose or win that consumer. It is crucial to understand the drivers behind consumer product transitions, as these decisions can cumulatively represent millions of dollars in sales. Recently, P&G's Babycare division faced a product transition dilemma. Sales data showed they were losing volume and market size when moms switched diaper sizes. Sales data couldn't provide the reasons for these customer losses during transition. Ultimately, the answers lay in the ground truth of the consumer transition experience. This presentation shows how digital qualitative research enabled P&G to have in the moment access to their consumers and solve a million dollar product transition challenge.