Clean and fresh: How Philips was able to better understand toothbrush buyers

Jo Bowman

As shopping habits evolve, and attitudes to oral healthcare shift due to COVID and a squeeze on household budgets, Philips combined several research methodologies to better assess a changing market.

Philips, the health technology business, wanted to resurrect its long-running quantitative study into shopper behaviour after a break during the pandemic, but rather than doing the same thing as usual, it sought to combine it with other approaches to not just capture but understand what was going on.

Working with InSites Consulting, Philips launched a three-step project linking in-store ethnography, online user interviews and a refreshed version of the quant survey that was more engaging for participants and focused on what Philips really needed to know.

Dale Gatling, Philips’ Senior Manager of Consumer and Shopper Insights, said that his team...

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