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How Reckitt uses Reason8 to drive product innovation
3 months of discovery in 4 days
Summary of Impact
90% reduction in time-to-insight — from 3 months to just 4 days.
50 hours of deep, qualitative data gathered from a hard-to-reach niche audience.
Unfiltered, sensitive insights unlocked by a private, judgment-free interface that encouraged respondents to open up about personal struggles.
Immediate strategic validation for a new product development cycle.
You can't iterate on a product concept in real-time if your feedback loop takes a whole quarter. We were struggling to find a solution that could match our pace without sacrificing consumer understanding that is critical for our products.
The Context
Reckitt is a global leader in hygiene, health, and nutrition, home to some of the world's most trusted brands. Innovation is at the core of their growth, requiring a deep understanding of complex consumer needs.
For their innovation teams, the traditional market research model was becoming a bottleneck. They needed to validate high-stakes concepts with specific, hard-to-reach demographics, but the industry standard timelines were simply too slow for their agile development cycles.
The Challenge: The Speed vs. Depth Trade-off
Reckitt faced a critical decision for an upcoming product development. They needed to test new concepts and brand strategies with a highly specific niche: parents dealing with skin conditions and pregnant women.
Traditional agencies estimated a timeline of 3+ months to recruit this difficult demographic, conduct focus groups, and analyze the data. The trade-off was stark: wait a quarter for deep insights and miss the market window, or run a quick quantitative survey and miss the crucial “why” behind consumer behaviors.
Reckitt needed a third option: the depth of an interview with the speed of software.
The Solution: Scaling Empathy with Autonomous Agents
Instead of scheduling interviews one by one over weeks, Reason8 recruited the right respondents and conducted 50 in-depth interviews in parallel. Our agents were able to navigate sensitive topics regarding health and pregnancy with empathy, ensuring respondents felt safe sharing their honest struggles and opinions.
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.
Accessing the Hard-to-Reach Niche
Finding respondents willing to talk openly about medical conditions (like skin issues) or pregnancy challenges is notoriously difficult. In traditional models, this recruitment alone takes weeks.
Reason8's targeted recruitment engine successfully engaged 50 verified respondents from this specific group. The autonomous interviews allowed for a private, judgment-free environment.
The Result
50 hours of raw, unfiltered human narrative (1-hour IDIs per person), uncovering emotional triggers that a standard survey would have missed entirely.
Rapid Concept & Strategy Testing
Once the audience was secured, the goal was to validate the new product concepts. Reckitt needed to know not just if the concept worked, but how it fit into the daily lives of these parents.
Reason8's agents presented the concepts and, unlike a static form, asked dynamic follow-up questions based on the users' reactions.
The Result
The system identified key barriers to adoption and validated the winning value proposition in just 4 days. This allowed the brand team to move from hypothesis to strategy almost overnight.
Impact on Reckitt's Agility
The partnership with Reason8 fundamentally changed how the team approached the project timeline.
Speed
4 days
vs. 3 months with traditional methods
Quality
Insights backed by hard consumer data — citations, recordings, sentiment analysis — giving stakeholders the confidence to greenlight the strategy.
Reason8 allowed us to bypass the traditional bottlenecks of research. We didn't just get data fast; we got the kind of deep, human understanding that usually takes months to synthesize, and it allowed us to make critical business decisions with zero guesswork.
Ready to compress your research timeline?
See how Reason8 can deliver months of qualitative insight in days — without sacrificing depth.