This is my favorite, “real life” example of consumer insights “saving the day” in a way that analytics never would uncover.

Our client was successfully selling a paper wipe to the do-it-yourself (DIY) segment of the home improvement industry.

Given the success among DIYers, our client wanted to market their paper wipe to the industrial segment as well — to replace the red shop rag.

We conducted in-depth mini-focus groups with users of the red shop rag.

During these groups, our goal was to determine users’ emotional link to the red shop rag.

Well into the groups, at least 60 minutes, we were able to track these users’ emotional link back to when they were children helping their fathers work on their cars or other projects around the house.

It turns out the red shop rag was a badge of respect, honor and accomplishment for people who work on production lines. The red shop rag was proudly tucked in workers’ back pockets for easy access — always on call.

When the rags were delivered from the cleaning company to the production floor, the workers would rush to get an arm-load to put in their personal locker to ensure they’d never be without one.

Given the intensity of the findings, rather than marketing the paper wipes as a replacement for the red shop rag, we recommended that they be marketed as something to use to clean up “real messes” in order to preserve the workers’ red shop rags.

Imagine how much money could have been wasted trying to replace a product whose users had such an emotional attachment to the product we were proposing to replace!





Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional