Building an innovation pipeline with Reckitt

Discover how Reckitt and Zappi worked together to create a meaningful benchmark for the Intimate Wellness team to use to make decisions about which concepts to move forward with.

Key outcomes

Built a five-year innovation pipeline

Established a roadmap across three brands (Durex, KY, Queen V) to guide innovation decisions

Created three custom category benchmarks

Built attitudinal norms specific to intimate wellness, giving each brand a meaningful comparison point

Tested over 100 concepts

Used that volume of testing to confidently prioritize which ideas move forward for each brand

Zappi allows us to test our innovation ideas with the right audiences and with a meaningful category benchmark. This gives us confidence that our innovation ideas will be competitive and will fully address the needs of our priority audiences.

Georgina Farmer

Global Insights & Analytics Manager for Intimate Wellness

OPPORTUNITY

A focus on core audiences to build strong brands

Over the years, the intimate wellness team at Reckitt tightened its strategy to target the core audience for each of its brands. A brand can’t be everything to everyone, so the team is focused on ensuring that each of its brands appeals to a clear audience and provides value to that group.

The three main brands in Reckitt’s intimate wellness category (Durex, KY and Queen V) were given updated brand purposes that would speak to their target audiences, and the team was tasked with building an innovation pipeline that would drive success for the category over the next five years. They needed to shape the ideas that would build each of the brand’s new propositions and appeal directly to the core audiences for each brand.

To accomplish this, the team needed to take a clear approach to concept testing.

APPROACH

Agile concept testing with meaningful benchmarks

The team turned to Zappi for innovation concept testing. Together, Zappi and Reckitt forged new ground for both companies by building three custom intimate wellness attitudinal norms comprising concepts tested with the core audiences for each of the three brands.

With Zappi, the insights team can test concepts quickly and cost effectively, against a meaningful benchmark that helps them make decisions about which concepts to move forward with and how to optimize each one for success. And with a flexible configuration with custom and audience questions, the team can understand which concepts are most aligned with each brand’s purpose.

Plus, the Zappi platform offers a collaborative workspace where everyone in the team can access the data, filter the results and analyze concept performance over time.

IMPACT

A strong innovation pipeline

Zappi offers Reckitt a more agile concept testing method compared to other providers it has used in the past. Reckitt has been able to use the learnings it has compiled from testing over 100 concepts to confidently shape the innovation pipeline for each of the brands for the next five years.

What I've especially enjoyed is how the Zappi team is up for any challenge we throw their way. They listened to us and helped us develop a solution that works for us.

Mariline Alsuar-Dean

Global Insights & Analytics Lead for Intimate Wellness