Case Studies
Feeling Good / Feeling Bad: Consumers’ Associations to Homecare Products across Cultures

Feeling Good / Feeling Bad: Consumers’ Associations to Homecare Products across Cultures

Consumers' Associations with Feeling Good and Feeling Bad related to Home Care Products across Cultures

The Challenge

SAM undertook the task of trying to understand the link between the use of Home Care Products and feelings of well-being and how the drivers of well-being may vary across countries.

The Approach

An online survey was conducted across 14 countries (Australia, Brazil, China, France, Germany, India, Italy, Norway, Poland, Spain, South Africa, Russia, UK and USA) with a sample of approximately 250 consumers per country who were all long-term residents of their country. The respondents were aged between 18-65 years and had a 50:50 male/female split.

As part of the online survey, respondents were asked 4 open ended questions:

  1. To list the first 4 Words that related to home care products and feeling good
  2. To list Products from the Home Care universe that made them feel good
  3. To list occasions where using the products made them feel good
  4. To list the first 4 Words that related to home care products and feeling bad

The Results

Perhaps unsurprisingly, the highest association of words associated with ‘feeling good’ while using home care products were linked to cleanliness and tidiness. 50% of positive feelings were primarily driven by the efficacy of the product, with 30% driven by the sensory characteristics of the product such as its smell. In contrast, 32% of negative feelings were primarily driven by sensory characteristics and 12% by efficacy.

Therefore, home care products most importantly need to work well, and enjoyable sensory characteristics cannot mask poor efficacy. However, sensory characteristics are key to maintaining positive emotions and cannot be ignored, as poor sensory characteristics negatively disrupt the consumer experience.

Interestingly looking at the total sample of consumers, the brand is considered less important than efficacy and sensory characteristics when associating home care products with feeling good. However, the importance of brands did vary across countries, with consumers in Russia giving it the most significance.

Contact SAM to know more about our research experience with home-care products.