Leveraging shopper insights and surveys to win market share

The challenge

In the increasingly competitive washing machine cleaner category, Nehemiah confronted a critical challenge: stagnant category growth, rising churn, and intensifying competition from brands like Affresh and OxiClean.

Despite Tide's strong equity, the team lacked the actionable insights needed to understand why shoppers were switching, where retention was slipping, and how to recapture lost loyalty with speed and focus. Traditional research methods proved too slow and too shallow - delivering insights that were either outdated by the time they arrived or disconnected from actual buyer behavior.

To pivot in real time, Nehemiah required a faster, more precise understanding of consumer motivations, backed by data that could be activated across channels and retailer conversations. This need was compounded by Nehemiah's broader push into retail expansion. "To win in every retailer, every shelf, and every distribution opportunity, we have to operate on a foundation of fact-based, consumer-driven insights - and we live by that," said William Schumacher of Nehemiah.

To protect share and fuel smart growth, Nehemiah needed more than rearview data - they needed a forward-facing, omnichannel intelligence engine that could surface shopper behaviors, validate messaging, and shape strategy across both innovation and promotion.

The solution

To drive smarter retail growth in a complex, competitive landscape, Nehemiah turned to Stackline's Shopper Analytics and survey intelligence capabilities to power its next wave of brand strategy. The team began by tapping into a behavioral sample of 87.9K Tide shoppers, uncovering rich insights into cross-retailer switching behavior, retention patterns, and shopper motivations. These analytics served as the foundation for a data-backed strategy designed to go beyond share defense and toward category expansion.

Using Stackline's Shopper Analytics platform, Nehemiah was able to dive even deeper - quantifying shifts in household penetration, analyzing regional velocity trends, and identifying whitespace opportunities by retailer. These shopper-level insights enabled the team to build sharper audience profiles and tailor their category narratives to what mattered most in each market.

"Their speed, depth, and ability to deliver real-time data from real consumers gives us the edge to move fast"

In parallel, Nehemiah launched a rapid-response survey using Stackline's real-time consumer panel, capturing over 460 verified responses from Tide, Affresh, and OxiClean shoppers in under 48 hours. The feedback unlocked a clear signal on brand sentiment, switching triggers, and purchase drivers - critical inputs for repositioning messaging and media. "SurveyMonkey doesn't come close," said Kristen.

William Schumacher, Nehemiah's Digital Head of Media, echoed Kristen's sentiment by stating, "Stackline reaches real consumers with precision and urgency. They are the only people that have the surveying capabilities to help us get there and be able to put it in the context of all this data."

Working in tandem with Stackline's Professional Services team, Nehemiah translated these signals into clear, actionable strategies - recalibrating investment allocation, refining shopper communication, and delivering data-backed narratives to key retail partners. This close collaboration accelerated insight-to-action cycles and ensured that all recommendations were grounded in both qualitative and quantitative evidence. The team then activated multi-retailer analytics to benchmark performance and align growth narratives with what matters most to key retailers - productivity at shelf, household penetration, and innovation that drives net-new demand. Armed with this intelligence, Nehemiah recalibrated investment strategy, refined its shopper communication, and delivered commercial storytelling that was grounded in data, not conjecture.

The results were swift and meaningful: Walmart scheduled an exclusive innovation session with Nehemiah, and the brand used insights to explain competitive dynamics, re-engage lapsed shoppers, and sharpen its approach to growth across the Tide, Affresh, and OxiClean portfolios. "Stackline amplifies that approach. Their speed, depth, and ability to deliver real-time data from real consumers gives us the edge to move fast, stay relevant, and lead with confidence in every buyer conversation," said William. By connecting deep shopper intelligence with agile execution, Stackline helped Nehemiah transform reactive defense into proactive category leadership.