Case Study: Leading Home Care Brand and Declining Sales

Donna Perlstein, Revuze VP of Marketing: Let’s take a look at a leading home cleaning brand that noticed a significant decline in the sales of their citrus and lemon-scented product. They wanted to understand why, so the brand began to explore review data to understand their brand’s consumer sentiment benchmark, as well as their primary competitor’s sentiment.

Following the initial assessment, they dug deeper, honing in on consumer sentiment specifically for the smell attribute of citrus cleaning products. They needed to understand why other brands’ products had more positive sentiment. With a click of a button, they were able to get a summary of why consumers were deterred by their own citrus cleaning product.

The brand discovered that many consumers thought the smell was overpowering, to the extent that it smelled industrial. Empowered with these insights, the brand is going back to the drawing board to optimize the citrus scent of their products.