As consumer demand for sustainable products continues to grow, our client—an established eco-friendly CPG kitchen and household goods brand—wanted to better understand their brand perception, consumer decision-making, and growth opportunities in an increasingly competitive market. They needed insights into what drives shoppers to choose (or not choose) eco-friendly household products, as well as guidance on messaging and creative direction that would resonate with their target audience.
To provide a comprehensive brand health assessment, Provoke Insights conducted a two-phase research study:
1. Brand Health Survey
First, we surveyed a broad group of consumers. The goal was to map their shopping journey and identify key purchase drivers. We explored what matters most: price, product performance, sustainability, or brand recognition.
We also segmented shoppers by demographics and shopping habits. This helped the brand understand differences across age, location, and income levels. For example, younger consumers cared more about sustainability, while others prioritized price.
The survey also benchmarked our client’s brand health by comparing eco-friendly CPG brands awareness, perception, and positioning. These metrics revealed which consumer groups were most familiar with the brand—and which ones needed more targeted outreach.
2. Focus Groups Among Eco-friendly CPG purchasers
Next, we ran in-depth focus groups. These sessions helped us dive deeper into shoppers’ thoughts and feelings.
Participants explained what “eco-friendly” really meant to them. Some were skeptical of sustainability claims, while others wanted more proof of impact. These conversations showed how important trust is for eco-friendly brands.
We tested several creative directions to see which messages clicked with eco-conscious audiences. In these discussions, consumers explained what they found believable—and what felt overwhelming or unclear.
We also explored ideal product packaging, brand tone, and digital content. This helped us understand how to simplify the brand’s story and boost clarity in future marketing efforts.
Brand Health Results
With these insights, the eco-friendly brand was able to
- Identify a Brand Awareness Gap
- Refine Brand Positioning
- Optimize a Creative Strategy
- Create Stronger Shopper Connections
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