Business issue: The marketing team was searching for any other vital factors beside effectiveness, that might drive consumer purchase behaviors in the household cleaning products category. To improve their current communication strategy, they tested a list of statements describing an ideal product and used Reaction Time measurement, which helped them understand consumers’ emotional motives and drivers.
Despite the high explicit score, implicit results indicate that consumers do not truly care about the ingredients which their ideal product contains – it seem to be just lip service. 95% of customers who say that the ideal product is effective, are also not fully convinced.
Strong attitudes can be observed when people claim that the ideal product provides them with comfort of usage, i.e. it should be easy to use and have a comfortable package.