Case study

Consumer Sentiment Analysis to Drive Product Innovation

product innovation


A global personal care manufacturer.


Business Situation

  • Fading brand image among customers for one of the client’s leading personal care product in North America.
  • Sales dip due to the availability of extensive products from competitor brands.
  • Lack of consumer and retailer insights to launch new products.


Benefits and Outcomes of Our Engagement

  • Provided insights on change in consumer-buying habits and preferences.
  • Provided recommendations on product modification to address consumers’ concerns while retaining customer satisfaction.
  • Redesigned the customer value proposition for the brand to remarket its product.



Assess consumers’ evolving preferences and retailer’s insights for product innovation.

SGA Approach

  • Conducted exhaustive primary research and desk research on changing consumer behavior and lifestyle.
  • Performed detailed analysis of five competitors on parameters such as core products, product variants launched, product strategy, and pricing.
  • Surveyed 2,500+ consumers and 25 retailers across regions to understand consumer food-buying habits and identify reasons for low consumption of client’s products vis-à-vis its competitors.
  • Quantified consumer attitude toward client’s products through sentiment analysis and validated shift in consumer usage preferences through primary inputs.
  • Mapped the consumer sentiments to identify current gaps in the brand offering.

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