What people say when nobody is judging them

The question. Reckitt was testing new product concepts with this group. A traditional study meant a quarter of recruitment and focus groups. A survey would have missed why people react the way they do.

How we ran it. We recruited 50 verified participants and ran 50 one-hour voice interviews at the same time. The interviewer presented each concept and asked follow-up questions based on the person’s reaction. The conversation was private and without judgment, so people talked about personal struggles they rarely share.

What people told us. The interviews surfaced the barriers to adoption, the emotional triggers a survey would have missed, and the value proposition that won.

What this shows. People state their values most honestly in private, on sensitive topics, to someone who listens without judging. Our interviewer creates those conditions at scale, with groups that are hard to recruit. Honest value data depends on it.

“We received 50 truly in-depth conversations where we could see respondents genuinely opening up. The richness of the data was outstanding. Reason8 packaged these unstructured narratives into clear, strategic conclusions that gave us a complete picture of the consumer mindset.”

Kasia Janik
Consumer Insights and Analytics Manager, Reckitt

Result. Validated concept in 4 days instead of 3 months.