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When consumer experience wildly differs from ‘market research’, apply truth serum

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Posted 17 May 2021

What test panels say about a product is often not an accurate reflection of how it is perceived and received by customers

TimesLive 16 May 2021

Remember when Unilever scrapped its traditional Sunlight dishwashing liquid bottle and replaced it with an upside-down one with a nozzle that dispensed a specific amount of the green stuff?

It was back in 2004, and I remember it well, mainly because there was huge public outcry about it – consumers hated not being able to control the amount dispensed, some said it leaked, and many complained that as it emptied it became very hard to squeeze.

The manufacturer relented and brought the old bottle back.

I mention this detergent packaging fail because Unilever said that before its launch extensive market research had revealed that South Africans absolutely loved that upside-down bottle.

Right. How many people
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