+44 (0)203 693 3150

McBride NPD Case Study Vision One

McBride Product Development Research Story

The Challenge

McBride plc is a leading British-based manufacturing business and Europe’s largest producer of own-label household and professional cleaning products. To strengthen its portfolio, McBride developed a series of new product concepts across three categories: automatic dishwash, laundry and water softeners.

The challenge was to evaluate these concepts across three key European markets. the UK, France and Germany, and identify which ideas offered the greatest consumer appeal. McBride needed clear, comparative insight to prioritise development and tailor marketing opportunities by market and category.

McBride Oven Cleaner Case Study

Research Objectives

The research was designed to assess the strength and potential of multiple new product concepts across categories and markets. The key objectives were to:

  • Evaluate consumer appeal of new concepts in laundry, automatic dishwashers, and water softeners
  • Identify which concepts delivered the strongest performance on key KPIs
  • Understand perceived uniqueness and unmet need by category
  • Compare concept performance across the UK, France and Germany
  • Provide clear guidance on which concepts should progress to development

Together, these objectives aimed to support confident, evidence-led new product prioritisation.

Research Approach

Vision One implemented a quantitative, multi-market concept testing programme using its proprietary IdeaProbe approach. The methodology included:

  • An online survey conducted across the UK, France and Germany
  • Targeting female primary shoppers aged 25–45
  • Each respondent evaluating up to three product concepts
  • Consistent KPI measurement across appeal, uniqueness and relevance
  • Cross-market comparison to identify local and international opportunities

This approach enabled robust prioritisation across categories and geographies.

Findings

The research delivered clear, category-specific insight. In laundry, a probiotic formula performed strongly on perceived uniqueness, suggesting potential for a niche proposition. In automatic dishwash, a 5-in-1 complete care concept outperformed all alternatives across key measures, highlighting a clear unmet need in the market.

Water softener results varied significantly by country, with the concept perceived as particularly unique in France. These findings demonstrated the importance of market-specific interpretation alongside overall concept strength.

Action & Recommendations

The insights provided McBride with clear, actionable direction for new product development across all three categories. By identifying which concepts and benefits resonated most strongly in each market, McBride prioritised development efforts and shaped tailored marketing opportunities, reducing risk and improving focus across its European innovation pipeline.

Qualitative Research Agency
Kendra Furey, Head of Brands (Vision One)

Related New Produxt Development Research Services

Brainstorming Sessions
Consumer Research
FMCG
Innovation Research
Online Surveys
Qualitative Research
Quantitative Research
McDonalds FMCG Case Study Vision One

The Challenge Founded in 1940, McDonald’s is a global fast-food brand and the world’s largest restaurant chain by revenue. As part of a broader sustainability initiative, McDonald’s wanted to understand how language and terminology around climate change and sustainability were being interpreted. With increasing public discussion around environmental issues, the challenge was not awareness, but comprehension. McDonald’s needed to assess whether the language being used was helping or hindering understanding, and how different stakeholder groups perceived sustainability messaging. The objective was to identify where jargon, complexity or ambiguity might act as a barrier to engagement and action, and how communications could be made clearer, more inclusive and more effective. Research Objectives The research was designed to explore how sustainability language is understood and interpreted across different audiences. The key objectives were to: Together, these objectives aimed to support more effective sustainability communication that encourages understanding rather than disengagement. Research Approach Vision One designed a comprehensive mixed-method research programme to capture both depth and breadth of understanding. The approach included: This approach ensured insight reflected both expert and everyday interpretations of sustainability language. Findings The research revealed that sustainability and environmental language has become increasingly cluttered with jargon. Many commonly used…

McDonald’s Sustainability Case Study

Heineken Vision One

The Challenge As the leading on-trade lager brand in Ireland, Heineken enjoys widespread presence across pubs and bars. However, in an increasingly crowded and competitive on-trade environment, visibility alone is not enough. Heineken needed to understand how point-of-sale material influenced real-world purchasing decisions, particularly the choice of first drink. The challenge was to determine how the volume, type and placement of POS affected behaviour across different bar environments, including single-branded, mixed and competitor-dominated venues, and to identify which executions genuinely delivered impact and return. Research Objectives The research was designed to understand the behavioural role of point-of-sale material in driving on-trade purchase decisions. The key objectives were to: Together, these objectives aimed to inform more strategic, evidence-led on-trade support. Research Approach Vision One, working with its Advanced Research Unit, developed an innovative, behaviour-led methodology. The approach included: This approach enabled robust testing of POS impact in controlled yet realistic scenarios. Findings The analysis revealed a clear and measurable relationship between point-of-sale branding and the selection of the first drink. The research demonstrated that both the placement and type of POS materially influenced choice, with certain executions consistently outperforming others. Importantly, results varied by environment, with different POS formats performing strongest…

Heineken Eye-Tracking Study

GE Capital International Case Study Vision One

The Challenge GE Capital, the financial services division of General Electric, supports customers closely aligned with GE’s industrial businesses. To maintain service excellence across diverse European markets, GE Capital needed a clearer understanding of customer satisfaction within its Commercial Distribution Finance (CDF) division. The challenge was to assess satisfaction across products and services while capturing nuanced, market-specific feedback. Importantly, GE Capital required insight that went beyond headline metrics, enabling it to understand customer sentiment, identify improvement opportunities and prioritise actions across a complex, multi-country B2B customer base. Research Objectives The research was designed to provide a detailed view of customer satisfaction across GE Capital’s European CDF customers. The key objectives were to: Together, these objectives aimed to deliver both diagnostic understanding and practical guidance for improvement. Research Approach Vision One implemented a qualitative-led, multi-market research programme across Europe. The approach included: This approach enabled GE Capital to gain rich, comparable insight while respecting linguistic and cultural differences. Findings The research delivered a clear view of customer satisfaction levels across GE Capital’s European CDF customer base. It highlighted how customers evaluated different aspects of GE Capital’s products and services, identifying both strengths and areas for improvement. The qualitative depth of the…

GE Capital Success Story