Wheel detergent- this was a very important product launched by HUL in India and after studying why a consumer wants to buy a detergent powder at that end of the market they found lather is a very important cure for that, hence they decided to give them lather in the product. They also found out that a lot of detergents that the consumers were buying at that end of the market were also giving them a burning sensation in their hands. The consumer insight here was that their product gave the consumer fantastic wash, at a great price and is gentle on their hands.
Sony walkman- this consumer insight came to the then chairman of Sony Mr. Akio Morita, when he went to a park for a stroll and found some people carrying big music stereos while jogging. He thought that if his company could make a music player that would be portable and would be convenient to use, then it could really be a successful idea. Hence the walkman was invented and it became a runaway success. It eventually had to die out due to the advent of cd/vcd players.
Chick shampoo sachet- the company was the first ones to have come out with the shampoo sachet concept. They found that the consumers often the lower income group didn’t want to spend a lot of money at a time to buy a bottle of shampoo. They wanted something for cheap and convenient and at the same time of good quality. Hence the company came out with Rs. 2/- sachets which became a huge success story.
Laundry detergent tablets- Salvo was the first company to understand the pain point of the people who washed their clothes in washing machines. They realised that the process of taking the detergent out and then measuring the exact amount to be used for a perfect wash is very hectic! Hence it came out with a laundry detergent tablet which could be directly pun in the washing machine. This was a very good consumer insight.
Motion sensor room freshener- this was a good consumer insight as consumers many times wonder if their expensive room freshener is getting wasted unnecessarily when people are not present in the room. Hence the concept was born to use motion sensors which would let the room freshener to automatically spray the perfume only when it detected motion within the room.
Electric toothbrush- The first successful electric toothbrush, the Broxodent, was conceived in Switzerland in 1954 by Dr. Philippe-Guy Woog. Electric toothbrushes were initially created for patients with limited motor skills, as well as orthodontic patients (such as those with braces). Claims have been made that electric toothbrushes are more effective than manual ones as they are less dependent upon patients brushing correctly. But it slowly gained popularity and spread all across the world and was based on a very impressive consumer insight
Surf Excel Easy Wash- it was found out by HUL, that a lot of water was required to wash clothes. And in India as it is there is a distress of water and they wanted to use less water in detergents and we were the first in the market to come up with Surf Easy Wash which says you save two buckets of water in terms of rinsing. So we created a formulation for this market. This was a very nice project that surf undertook and were very successful in the market.
Mc Veggie- Mc Donald’s understood that if they wanted to launch in Indian market in a big way they needed to change the basic concept of it selling beef or just meat burgers. Its consumer insight helped them to introduce mc Veggie burgers in the Indian market. This became a huge popularity with the vegetarian people in the country and they gained a lot of customers extra, which were completely against their norms in the western world.
Canon Printers- the consumer insight here was to make something that is portable and convenient to use by the consumers. This was carrying a big insight as the whole printing experience would be changed as the smaller and portable printing machines were very much required by the corporate organisations! Here canon saw an amazing gateway which Xerox failed to monitor and hence the market share of Xerox printers got replaced by canon over a period of time!
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