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
- BoltChatAI 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 BoltChatAI, Reckitt gained high-quality insights quickly, allowing them to adapt their communication strategy effectively and maintain their competitive edge.
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