Fast, Rich & Cost-Effective Conversations across Ethnicities

Powering Multicultural Research Without Compromises

The Clorox Company × inca

Nexxt Intelligence| inca’s The Clorox Company introduced a new market opportunity; that leveraged multilingual Conversational AI capabilities and projective techniques to enable richer insight across diverse segments cost-effectively.

The Clorox Company | 2023

  • Executive Summary

    Executive Summary

    Combining qualitative depth and quantitative scale, Nexxt Intelligence designed a multilanguage study that quantified market size potential for the Clorox Company’s water filtration product line and captured the nuances of relevant cultural segment to validate their overall brand communication strategy.

Context

Consumer penetration of the Water Filtration Pitcher/filter category, including the Brita brand, become stagnant in Canada. The Clorox Company business team was looking for strategies to drive penetration growth. New Canadians, driven by immigration, presented the largest source of population growth. However, past multicultural research conducted by the Clorox organization had been unfruitful for business development and proved to be very opportunistic and lacked a foundation in robust consumer insights.

The Clorox Company approached Nexxt Intelligence|inca to understand how the size of the potential opportunity for Brita, in grocery retail and foodservice was split by various segments in the market based on consumer attitudes.

Also, in-depth consumer insights about traits that differentiate Brita vs competitive filtration pitchers (among those who were in-market potential buyers) were needed to generate a compelling value proposition to the Clorox/Brita Brand. Both qualitative and quantitative methods were needed, and the resulting study had a budget for a typical mixed-mode project. The Nexxt Intelligence|inca solution meant they did not have to compromise.

Research

Research Cards

Understanding multicultural consumers has long been a challenge because they are diverse and a challenge to reach. Due to the wide breadth and nuances of cultural experiences, it is difficult to conduct deep, qualitative research at scale for multicultural populations or quantitative research with sufficient representation.

Sampling

While the Nexxt Intelligence|inca solution is relatively new, the old wisdom applies when it comes to sampling.

For multicultural research, sampling is critical.

Representative Sample Design

There are additional variables, like ethnicity and tenure in Canada to be taken into consideration to ensure a representative and balanced new Canadian sample, beyond the obvious which are commonly used for comparison.

Nexxt Intelligence conducted a study between June 7th to July 7th, 2023 with 1,000 Multicultural Canadians. The sample was carefully managed to reflect the natural distribution of first generation (born outside of Canada) Multicultural Canadians, with an intentional oversample of ten newer New Canadians.

The study featured one of Nexxt Intelligence|inca’s digital projective techniques, a metaphor elicitation exercise, where participants selected images that best represented their ideal water filtration system. Once participants provided their ideas about their selected image, inca SmartProbe was a powerful conversational tool that asked follow-up questions in the moment, like a human moderator. This is an example of the platform’s ability to bring deep emotional value by incorporating higher quality into qual, and applying inca SmartProbe to capture participants’ thoughts and emotions on a much deeper level.

Outcome

  • Multicultural Opportunity Quantified

    Multicultural Opportunity Quantified

    Nexxt Intelligence|inca surveyed eight cultural segments and plotted the market size along an axis of “old” and “new” and an axis of “category penetration.” This visual effectively quantified the multicultural landscape and size of the opportunity for the business.

  • Detailed Insights in Native Languages

    Detailed Insights in Native Languages

    inca SmartProbe coded verbatims 50+ languages, and can probe native in each. This means New Canadians, as in this study, can feel at ease fully expressing themselves without worry or concern about their ability or proficiency. Clorox researchers saw translated results in English for all eight cultural segments.

  • Attribute and Benefit Ladder at Scale

    Attribute and Benefit Ladder at Scale

    Using projective techniques combined with inca SmartProbe uncovered insights into consumers’ emotional response and visual model. This approach made how Brita can position and message itself in the market much easier to understand and quantify for brand positioning.