Case Study

Reckitt: Understanding Consumer Loyalty for Laundry Sanitiser

Why Do Loyalists Use The Category?

Research Challenge

Reckitt sought to uncover the key functional and emotional drivers behind consumer loyalty to their Laundry Sanitiser.
While sales figures confirmed strong repeat usage, Reckitt wanted deeper insights: Why do loyal consumers keep choosing this product?
Understanding these triggers and barriers would allow Dettol to refine its messaging, reinforce brand positioning and strengthen its connection with consumers.
The ultimate goal was to translate these insights into a more compelling communications strategy that resonates with existing users and attracts new ones.

Approach and Solution

Bolt Intelligence conducted targeted one-on-one interviews with Reckitt's most loyal consumers using our AI-moderated qualitative research platform.
These 30-minute in-depth conversations revealed both the rational and emotional insights behind continued product use.
The inclusion of video responses added a rich layer of depth, capturing non-verbal cues and emotional nuances that deepened understanding of consumer behaviour.

Outcome and Business Impact

For loyal users, Dettol's Laundry Sanitiser represents a sense of security — an essential step in their hygiene routine, particularly for baby clothes, gym wear and delicate fabrics.
Trust in protection emerged as a crucial factor, as the ability to eliminate bacteria and viruses gives consumers peace of mind.
By leveraging Bolt Intelligence, Reckitt gained high-quality insights quickly, allowing them to adapt their communication strategy effectively and maintain their competitive edge.

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