Case study · Chemical manufacturing · Product research
Professionals loved the product. Why weren’t consumers coming back?
Comparing customer reviews revealed a gap between product design and consumer expectations, informing a new formulation that improved repeat purchases.
The question
A car wash soap manufacturer had a strong reputation among professional detailers, but consumers seldom bought a second time. Reviews suggested that consumers found the product less effective than competing soaps. The manufacturer wanted to understand why the same product appealed to professionals and disappointed other buyers.
What the analysis found
We analyzed the manufacturer’s product reviews alongside competitors’ reviews and compared their recurring themes. Highly rated competing products were often praised for their suds and foam. That theme was absent from the manufacturer’s reviews.
Consumers associated thick foam with cleaning power. The manufacturer’s soap did not foam by design: its chemists saw foam as unnecessary and a source of extra rinsing. Professionals accepted that choice, but many consumers interpreted it as poor performance.
What changed
The manufacturer introduced a foaming product line for consumers. It better matched their expectations and saw higher retention, turning a finding in customer feedback into a practical product decision.