Case Studies-Bodywash

Bodywash

This case study presents a claims testing research project conducted in Bangkok, Thailand, for the Fusion (FBN) brand. The study was designed to evaluate consumer responses to product claims through a structured interviewer-administered offline survey using tablet devices

Background

The study was conducted in the Bangkok market to assess how consumers perceive and evaluate product claims. Since claims play a critical role in influencing purchasing decisions, the client required a structured verification of message effectiveness among actual users of the brand within specific demographic and socio-economic criteria

Objectives

The key objectives of the study were:

To evaluate consumer perception of product claims.
To assess preference between different claims and packs.
To measure purchase interest based on the tested messages.
To understand reasons behind preference and suggested claim changes.

Methodology

The study applied a quantitative research methodology using an offline door-to-door, interviewer-administered survey in Bangkok. Data were collected through
tablets (Offline CAPI). The survey was conducted in Thai language with a total interview length of 12–15 minutes including the screening process. Respondents were recruited based on strict

eligibility criteria including:

Age groups: 18–24, 25–34, and 35–45
LSM level: 5–9
Brand users only, categorized as heavy,
medium, and light users

Project Result

The study successfully collected complete feedback from 84 qualified brand users. The data enabled the client to compare forced preferences between packs, evaluate claim-based purchase interest (PI), and identify preferred claims. Open-ended feedback also provided qualitative insights into reasons for changing or preferring specific claims. These results serve as a foundation for refining future communication strategies