Household Cleaner - Brand Positioning & Messaging

Presented by Walking S Marketing Strategy

Industry

Consumer Goods

Location

United States

Organization size

501 - 1000 employees

Challenge

A household cleaning brand was repositioning around sustainability. Leadership needed to understand how consumers perceive "green" claims—what feels authentic vs. performative.

Proprietary solution

Conducted focus groups and in-depth interviews with sustainability-minded consumers. Explored perception of eco-claims, skepticism about greenwashing, messaging preferences, and price tolerance for eco-products.

Result

Surfaced what makes eco-claims credible vs. performative. Recommended candid messaging that addressed consumer skepticism directly. Informed pricing and competitive positioning.

About this project

Market research specialties

Concept Testing

Communications Strategy Research

Brand Identity

Copy Testing - Digital Media

Packaging Development

Consumers

Purchase Behavior

Packaging Testing

Brand Positioning

Presented by:

Featured Expert

Walking S Marketing Strategy

Qualitative Research

Qualitative Consultant

Consulting

Qualitative Research Strategist: 20+ years moderating focus groups & interviews. Specialist in: Sports, CPG, Ed. Clutch 4.9/5. Strategic insights.

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