The solution
Stackline’s Strategic Insights team partnered with LifeStraw to rapidly design this custom research. Stackline leveraged its proprietary Shopper OS consumer audience and cross-retail purchase data to segment shoppers who were verified, recent purchasers of the category.
Using advanced feature and benefit relevancy frameworks alongside traditional survey methods, the research evaluated purchase motivations, usage patterns, brand consideration, and switching factors across 10+ variables.
The results delivered strategic insights that helped reshape LifeStraw's go-to-market approach. A previously underestimated usage occasion was driving purchases at nearly 2x the expected rate, creating significant whitespace opportunity for marketing repositioning.
Competitive intelligence uncovered market vulnerabilities, showing that a substantial portion of competitive purchasers remained open to brand switching. The research identified specific switching triggers that aligned with LifeStraw's core advantages, highlighting clear opportunities for competitive positioning.
"What I'm most excited about is taking this and deploying this with our marketing team. We now better know our shopper – and can iterate on ways to reach them,” said Fogerlie.
The insights enabled LifeStraw to realign marketing messaging, refocus product development priorities, and identify specific competitive opportunities within less than a month from program design to completion.
