The Sun Products Corporation, a leading North American provider of laundry detergent, fabric softeners, and other household products, wanted an in-depth look at the personality and lifestyle of the Snuggle Exhilarations core consumer. They needed an efficient complement to the in-person research that they’d already started but were unable to finish due to limited resources and time constraints.
iModerate crafted a custom research approach to unearth necessary insights regarding core Snuggle Exhilarations users, combining one-on-one conversations with consumer-uploaded lifestyle photos. After an in-depth conversation, core users took pictures of themselves, objects that showcased their everyday life, and a favorite room in their home. The Sun team was able to not only hear what consumers were saying about their personality and lifestyle, but also see it for themselves.
Sun discovered who the Snuggle Exhilarations core consumers are and what matters most to them. Through their words and images, consumers explained that family is the most essential element of their lives. Users described themselves as moms who are caring, understanding, hardworking, honest, and fun to be around. They shared images that epitomized togetherness and family, such as family photos, blankets, couches, and dinner tables.
Overall, Snuggle Exhilarations core consumers explained that items that keep their family healthy and happy are crucial to them. The insights gleaned from the conversations painted a picture similar to that of Sun’s in person research, and was used to better position and market the Snuggle Exhilarations product line.