Case Study: How Reckitt and Bolt Uncovered the Emotional Drivers Behind Laundry Sanitiser Usage
By Bolt Insight
- case study
- AI Moderated Interviews
- Brand Research
- Qualitative Research
Reckitt is a global consumer goods company whose Dettol Laundry Sanitiser had demonstrated strong repeat purchase behaviour. While sales figures confirmed loyal usage, they did not explain why consumers kept choosing the product. Reckitt needed to understand the specific functional and emotional triggers behind that loyalty, as well as any barriers, in order to refine its messaging, reinforce brand positioning and develop a communications strategy capable of retaining existing users and attracting new ones.
Bolt’s BoltChatAI platform was used to conduct targeted one-on-one AI-moderated qualitative interviews with Reckitt’s most loyal consumers. Each conversation lasted 30 minutes and was designed to surface both rational and emotional drivers behind continued product use. Video responses were incorporated as a specific feature of the methodology, enabling the capture of non-verbal cues and emotional nuances that added depth to the qualitative data collected.
The research revealed that loyal consumers regarded Dettol’s Laundry Sanitiser as an essential part of their hygiene routine, particularly for baby clothes, gym wear and delicate fabrics. Trust in the product’s ability to eliminate bacteria and viruses emerged as a central driver of continued use, providing consumers with a sense of security and peace of mind. Reckitt gained high-quality insights rapidly, enabling the team to adapt their communication strategy and maintain their competitive position in the category.
Read the full version of this case study on the Bolt Insight website here.
