Case Study: Toothpaste Product Testing in Urban Thailand

Industry: Oral Hygiene Industry

Duration: 30 Days

Service: Recruitment and Offline Fieldwork

The Business Issue

The client aimed to gather comprehensive feedback on a new toothpaste product, focusing on its effectiveness, taste, packaging, and overall user experience. The goal was to identify areas for improvement to ensure the product meets consumer expectations and preferences before a full-scale market launch. This initiative was part of their Go-to-Market Testing strategy to ensure the product aligns with consumer expectations before a full-scale launch.

The Techniques

Home Visiting Interviews
Selection of Participants: Carefully selected a diverse group of participants, including different age groups, genders, and oral health conditions to ensure a representative sample.

In-depth Interviews: Conducted one-on-one, in-home interviews to understand participants’ oral care routines, preferences, and initial impressions of the toothpaste.

Observation: Observed participants using the toothpaste in their daily routine to gather insights on user experience, ease of use, and any immediate reactions.
Product Testing:

Usage Period: Participants used the toothpaste exclusively for a set period (e.g., two weeks) to provide detailed feedback on its performance over time.

Feedback Collection: Collected qualitative and quantitative feedback through follow-up interviews and surveys, focusing on aspects such as taste, texture, packaging, and perceived effectiveness.

Comparison: Participants compared the new toothpaste with their regular brand, providing insights into preferences and potential improvements.

The Results

Product Improvements: Through Concept Testing & Pre-Validation, we identified specific areas for improvement, such as enhancing the flavor and texture, redesigning the packaging for better usability, and adjusting the formula for improved effectiveness.

Positive User Experience: Gathered valuable feedback indicating high satisfaction with certain features, such as the toothpaste’s whitening effect and freshening capabilities, which were highlighted in the product’s marketing strategy.