In-Home Usage Testing for Household Cleaning Products in Brazil

Client

A Global Manufacturer of Household Cleaning Products

Service

Consumer insights

Sector

Home Care / Consumer Goods

Coverage

Brazil

Bringing a new household cleaning product to market requires more than early concept feedback. It requires a clear view of how the product performs in real homes, how it fits into existing routines, and how purchase decision-makers experience it over time.

A global manufacturer of household cleaning products partnered with us to run a phased in-home usage study as part of an In-home usage testing for household cleaning products in Brazil initiative, generating actionable consumer insights and product usage insights to support product understanding and future market direction.

The study focused on 21 to 55-year-old female household purchase decision-makers, reflecting the audience most closely tied to category decisions in the home. Designed as a B2C iHUT (in-home usage test), the project combined product use in natural settings with structured online reporting and follow-up interviews.

This approach allowed the client to move beyond initial reactions and capture more grounded feedback on a new-to-market cleaning product.

The Challenge

For home care brands, product success depends not only on cleaning performance, but also on ease of use, fit within routine, and the impressions formed during repeated use.

 In the case of a new product, these factors become even more critical, particularly when purchase decision-makers are testing the item within the context of everyday household life, making consumer behavior research essential to understanding real-world adoption.

The client needed to understand how women responsible for household purchases experienced the product over time, and how those experiences translated into meaningful feedback, forming a more robust consumer feedback study grounded in real home environments.

The client sought clarity on:

• How female household purchase decision-makers responded to a new cleaning product in real home settings.
• What usage patterns, perceptions, and reactions emerged over a sustained usage period.
• How structured feedback collected at intervals could reveal evolving product impressions.
• What deeper qualitative perspectives could be uncovered through follow-up interviews with selected users as part of a broader product experience study.

What We Did

To capture authentic in-home feedback, we designed a two-phase B2C research study for our client. We conducted a B2C iHUT among 21 to 55-year-old female household purchase decision-makers, recruiting 120 respondents to test the product in their homes.

Test products were delivered directly to each household, along with both written and verbal instructions for product usage and access to the client portal. A client-hosted online survey environment was used to collect findings at specified intervals during the usage period, forming a structured in-home usage test approach.

Phase 1 was designed as a 10-day in-home usage period to capture evolving feedback over time, while Phase 2 involved a segmented subset of 5 respondents participating in 15-minute online video interviews.

These follow-up interviews were conducted with a local moderator and included simultaneous translation for US client observers. This phased approach reflects a robust IHUT research design, combining scale with depth to capture both broad consumer feedback and more detailed reflections from selected participants.

The Impact of the Research

The study gave the client a more realistic understanding of how a new cleaning product was experienced in everyday home environments.

By observing reactions across a 10-day usage period and layering in short follow-up interviews, the research revealed how impressions formed, shifted, and deepened with continued use, delivering meaningful product testing insights and strengthening overall home care insights.

Key outcomes included:

• Sharper visibility into in-home product experience among core household decision-makers.
• Better understanding of how product feedback developed over repeated use.
• Actionable guidance to support product refinement and future planning.
• Deeper context from interview-based follow-up with selected users.

By grounding the work in real household routines, the research helped the client move closer to the lived reality of product use and decision-making, contributing to more informed product evaluation research. Contact us to uncover nuanced behaviors, product experiences, and decision journeys across categories, audiences, and markets worldwide.