How Qualitative Research Shaped Consumer Loyalty for Reckitt’s Finish and Durex

Understanding consumer behavior goes far beyond tracking conventional metrics like website traffic, conversions, or retention rates. In her presentation, Sushmita Mohapatra, AI-led Growth Marketer, Author, and Marketing Director, talked about the critical role of qualitative research in uncovering the real motivations behind consumer decisions. These insights reveal how brands can forge deeper, more meaningful connections with their customers and build lasting loyalty.

The following summary was generated using AI-based transcription and analysis tools. While we’ve aimed for accuracy, minor errors or omissions may occur.

In her presentation, Sushmita Mohapatra, AI-led Growth Marketer, Author, and Marketing Director, talked about the critical role of qualitative research in uncovering the real motivations behind consumer decisions. These insights reveal how brands can forge deeper, more meaningful connections with their customers and build lasting loyalty.

Moving Beyond Traditional KPIs

While metrics such as unique visitors and conversion rates remain important for measuring business performance, these numbers often miss the nuanced customer experience driving those behaviors. For example, Airbnb’s CEO Brian Chesky has pointed out that customer reviews and issue escalations provide a more telling picture of brand health than basic engagement stats alone.

This shift in focus challenges brands to rethink success metrics, placing greater emphasis on customer sentiment and real-time feedback to guide marketing and product decisions.

Case Study: Balancing Brand Purpose and Consumer Priorities

A notable example comes from the dishwashing tablet brand Finish, which champions water conservation as a core purpose. Despite the brand’s commitment to environmental sustainability, qualitative research revealed that many consumers wrestle with a tension between buying environmentally friendly products and managing tighter household budgets — especially amid inflationary pressures in markets like the UK and Turkey.

Interestingly, consumers rarely reject the idea of sustainability outright but often prioritize cost in their purchasing decisions. This insight prompted a more nuanced approach to messaging, encouraging brands to explore consumer motivations beyond simple binary questions and tailor campaigns that resonate authentically with audience realities.

Driving Loyalty in Sensitive Categories: The Durex Example

Another compelling illustration is found in the intimate wellness category, specifically with the Durex brand. Unlike typical consumer products, Durex faces unique challenges around discretion and information accessibility.

Through qualitative research, it became clear that loyalty extends beyond repeat purchases—it involves creating a trusted, informative environment where customers can learn about evolving products and feel comfortable making discreet purchases.

These insights have informed digital strategies focused on:

• Providing detailed product education online,

• Ensuring discreet packaging and delivery,

• Designing loyalty programs that reward not only repeat buying but also engagement with the brand’s inclusive values.

How Qualitative Research Translates Into Business Impact

Integrating qualitative insights enables brands to:

• Enhance the customer journey by anticipating questions and providing timely answers, reducing barriers to purchase,

• Develop omni-channel loyalty programs that bridge offline and online consumer behavior,

• Customize regional marketing campaigns to address specific consumer concerns like water scarcity or energy efficiency,

• Balance short-term sales goals with the long-term mission and values that build brand trust.

Final Thoughts

The takeaway is clear: qualitative research adds critical context to data, helping brands see customers as real people with evolving needs and values. It encourages marketers to move past surface-level metrics and to embrace strategies that foster genuine connection and loyalty.

As brands navigate complex consumer landscapes, these deeper insights will be invaluable for building marketing campaigns that resonate and create lasting impact.

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