Qualitative research into odour problem among sanitary towel users

Date of publication: March 1, 1977


Unilever is interested in collecting data about the problems of odour among sanitary towel users with the ultimate goal of deciding the appropriateness of launching a deodorised or perfumed towel onto the market. Qualitative research is an appropriate means of gathering this information and the objectives of the research were therefore as follows:

1. To assess the extent to which odour is a problem among towel users and following from this, to assess the extent to which its removal or prevention is desirable;

2. To delineate the perceived causes of odour and the factors affecting its presence;

3. To investigate general reactions to the concepts; 

4. To isolate any age or user differences in attitudes towards odour/perfume/deodorant.

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