Kimberly-Clarke Logo

Future-proofing product design with an FMCG giant

Speed-testing design concepts with 600 Russian consumers.

Overview

Founded in 1872, Kimberly-Clark is one of the world’s leading fast moving consumer goods (FMCG) businesses, with approximately 42,000 employees worldwide. Specialising in paper-based products, its many household brand names include Kleenex facial tissues, Kotex feminine hygiene products and Andrex toilet paper.

Aim

Kimberly-Clark wanted to gain insight around the attitudes and behaviours of young Russian women towards feminine hygiene products – testing new products, creative concepts and brand positioning.

Strategy

We built a community of 600 Russian women who tested products via physical samples and through in-app concept-test heatmapping – gaining insight around key attributes, user-experience and packaging. We also conducted online ideation workshops allowing us to speed-test design concepts for ultra-fast turnaround insight.

Results

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