VALIDATING A PACKAGING CHANGE IN A LEGACY CLEANER
To ensure a packaging update wouldn't compromise consumer trust, a leading household cleaner brand partnered with TrueSense Research to evaluate a new spray nozzle. By analyzing real-world usage and validating findings at scale, the team was able to modernize its product without disrupting loyalty.
THE CHALLENGE
A well-known household cleaner brand was preparing to launch an updated spray nozzle across the product line. The change promised functional improvements like better coverage and less clogging but the team had concerns: Would this change disrupt the habits and long-standing trust of loyal customers?
We always need to balance innovation and consistency. Our customers have come to love and expect a certain product. Would updating that beloved bottle be viewed as a downgrade?"
With rollout decisions on the horizon, the team needed fast and reliable insights to validate the change.
THE RESEARCH
To guide this critical packaging decision, the brand team partnered with TrueSense Research to explore the impact of the new spray nozzle on consumer experience and brand perception. ​
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​1. In-Home Usage Testing with Core Customers:
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I-HUT and Electronic Diary – Consumers were sent the existing and new spray bottles to use in their homes. They were asked to record daily electronic diary entries about their use to capture experiences and sentiment while it was fresh in their minds.
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Follow-Up Interview – An in-depth interview conducted virtually allowed the moderator to probe on unanswered questions from the electronic diary and ensure nuances were captured from each participant's experience.
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Key insight: Consumers generally enjoyed the novel experience of the new spray bottle and, when compared directly, they perceived an improved strength in the spray mechanism.
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2. Risk Assessment with Quantitative Surveys:
To scale the learnings uncovered in during the I-HUT phase, TrueSense fielded a national survey among brand users and target category shoppers to determine:
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Preference and purchase intent by measuring reactions to the new sprayer vs. the current one
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Perceived brand consistency by assessing if the proposed change aligns with expectations of the brand
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Messaging effectiveness to find the most compelling way to explain the change on-pack and in advertising
Key insight: Clear communication helped to main trust while details about the functional upgrade led to a perceived improvement in value for the consumer with little risk of negative sentiment.
THE IMPACT
With a clear read on consumer perceptions, the brand team embraced the new nozzle design with confidence and a clear plan for updated messaging to reassure long-time buyers.
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The results:
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A smooth transition to the new product design, the team avoided any spikes in dissatisfaction and customer complaints
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Positive feedback on the improved sprayer appeared organically in product reviews
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Increased shelf space in key retail accounts due to the packaging upgrade
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By validating the change before launching in market, the brand protected its equity while successfully improving a beloved product to meet today's consumer expectations.
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