Brand & Product Strategy: Toilet Bowl Cleaner
A global household brand inherited a toilet bowl cleaner from its international counterparts and needed to know how to position it for American consumers. JENN designed an immersive two-week in-home study to uncover what would make the product stand out in a crowded category.
Client: National household care brand · Design research
THE CHALLENGE
A national household brand acquired a toilet bowl cleaner technology from its international counterparts. The technology worked similarly to U.S. competitors but couldn’t match their cleaning power. So the brand needed to understand how to position it for U.S. consumers and what would make it the preferred choice.
THE APPROACH
JENN designed a two-phase study to capture both real-life usage and the emotions behind it.
Phase 1: Two-week in-home immersion. Participants used the product in their own homes, guided by a custom two-week activity guide and a dedicated microsite. Each day brought new prompts to try the product in different ways, document the results in their own toilets and share their honest reactions, alongside freedom to use it however felt natural.
Phase 2: In-person focus groups. After the trial, participants came together for in-person focus groups to go deeper into their experiences, expectations and the emotional drivers behind their preferences.
WHAT WE DELIVERED
Custom two-week in-home activity guide
Dedicated research microsite for daily exercises and documentation
In-home usage trial with photo and diary documentation
In-person focus groups
Final report and positioning recommendations
THE IMPACT
The brand is set to launch for 2027 using the positioning strategy recommended.