Uncover category barriers with behavioral science

In our pursuit of category growth beyond just market share, Colgate-Palmolive embarked on a thorough examination of potential consumers interested in whitening benefits but not currently purchasing whitening products.

In this study, we applied metaphor elicitation to delve into the subconscious barriers associated with the category. By allowing consumers to articulate their thoughts and feelings in their own terms, we transcended traditional research limitations and gained profound insights into their deeper psyche.

While some findings confirm existing hypotheses, the revelation that the category is perceived primarily as an expression of vanity highlights a misalignment between consumer aspirations and brand narratives. Additionally, consumers weigh the necessity of whitening against other factors, indicating a deeper comprehension gap around the value proposition of whitening products.

Key Takeaways:

1. Metaphor elicitation unveils hidden consumer barriers, surpassing the limitations of traditional survey methods.
2. Manufacturers play a role in shaping the negative perception of the category, leading to the need for a reevaluation of brand narratives to align with evolving consumer values.
3. Understanding the value equation beyond price is critical, as consumer decisions hinge on perceived necessity and trust in product efficacy.