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...

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