Fast, Rich & Cost-Effective Conversations across Ethnicities Nexxt Intelligence | inca x The Clorox Company introduced a transformative approach that leverages multilingual Conversational AI capabilities and projective techniques to enable deeper insight across diverse segments cost-effectively.
Client
The Clorox Company
2023
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.
Consumer penetration of the Water Filtration Pitcher/Filter category, including the Brita brand, had become stagnant in Canada. The Clorox Company business team was seeking strategies to drive penetration growth. New Canadians, driven by immigration, represented the largest source of population growth. However, past multicultural research conducted by the client 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, if properly resourced. And which multicultural segment(s) reflected the most interest in the product, along with their related concerns, beliefs and related habits. The team also wanted to validate with this audience unconscious mental models uncovered in past qualitative research among the general population, which factored heavily into the Clorox/Brita Brand Purpose. Both quantitative and qualitative methods were needed, and they only had a budget for a typical mid-sized project. The Nexxt Intelligence| inca solution meant they did not have to compromise.
Understanding multicultural consumers has long been a challenge because they are diverse and a challenge to reach. Due to the onerous process and exorbitant costs associated with traditional methodologies, clients often must choose between qualitative exploration or quantitative validation of hypotheses formed from general population research.
While the Nexxt Intelligence| inca solution is relatively new, the old wisdom applies when it comes to sampling. For multicultural research, sampling is critical. 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 Gen Pop research.
Nexxt Intelligence conducted a study between June 19th 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 over-sample of the 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 reasoning for the image selection in an open-end, inca SmartProbe was applied to develop customized probing questions for each respondent to uncover how the product fit into their lives in meaningful ways. This is an example of how the inca platform goes beyond traditional surveys, by incorporating light qual into quant, and applying inca SmartProbe to capture participant’s thoughts and emotions on a much deeper level.
Nexxt Intelligence| inca surveyed eight cultural segments and plotted their market size along an X axis of ‘% of Brand Share’ and a Y axis of ‘% of Category Penetration’. This visual effectively quantified the multicultural landscape and size of the opportunity for the business.
inca SmartProbe today supports 90+ languages, and can probe natively in each. This means New Canadians, as in this study, can feel at ease fully expressing themselves without worry or concern about their own English proficiency. Clorox researchers saw translated results in English for all eight cultural segments.
Using projective technique combined with inca SmartProbe uncovered insights into consumers 'metaphorical language and visual models. This approach mimics how unconscious mental models work and in doing so enabled researchers to both validate and quantify their brand positioning.
