Vestacy wanted to understand how Tesco shoppers really shop for home fragrance, and which words help them find what they need at shelf. CHOOSI spoke to 278 Tesco home-fragrance shoppers, combining real purchase behaviour with shopper voice and fixture testing to uncover a clear route forward.
Inna Zaiats
Senior I&A Manager UKI/ANZ, Vestacy
Working with CHOOSI has been a true partnership. Their strong commercial mindset meant we aligned quickly, spoke the same language and moved from brief to insight with remarkable efficiency – an agreed methodology, retailer-specific insights and a comprehensive report in less than a week. The quality and reliability of the data stood out, closely matching other studies and giving us confidence to act. The retailer-specific insights have been invaluable for our customer conversations and more strategic, evidence-based decisions.
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Vestacy is the company behind market-leading household brands including Air Wick, Calgon, Cillit Bang and Mortein. The team wanted to understand how Tesco shoppers really navigate home fragrance – do they start with the format, like a spray, plug-in or candle, or with the job they need it to do? – and how to turn those needs into simple, effective language that helps shoppers find their way around the fixture.
CHOOSI spoke to 278 Tesco home-fragrance shoppers across a two-part study, combining real purchase behaviour, room and format needs, qualitative audio and quantitative shelf-language testing. The research uncovered how shoppers think about the category, then tested how those needs should translate into a clearer fixture.
The study was structured across three critical areas the Vestacy team needed to resolve:
Shopper Missions
What shoppers are really trying to achieve with home fragrance, from eliminating odours and maintaining freshness to creating mood and atmosphere.
Room & Format
How the job changes between bathrooms and living spaces, and where sprays, plug-ins, candles and other formats fit in delivering it.
Fixture Language
Which need-led language makes the category easiest to navigate, and where more emotional language can add desirability and premium appeal.
CHOOSI turned 278 shopper voices into a clear, commercially focused recommendation for the Tesco fixture – giving Vestacy the evidence it needed to shape a clearer, more shopper-led fixture.
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Tesco home-fragrance shoppers across two research stages – combining real purchase behaviour, qualitative audio and quantitative testing into a clear, retailer-specific view of the category
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clear fixture strategy – an evidence-backed direction that gave Vestacy the confidence to move forward with fixture messaging and strengthen its retailer conversations
The speed gave Vestacy retailer-specific insight in just five days. The depth gave the team confidence to act. Together, 278 Tesco shopper voices became a clear, evidence-backed fixture strategy – and stronger, more strategic customer conversations.
How quickly can CHOOSI turn shopper research into a retailer-ready recommendation?
CHOOSI can move from brief to actionable insight in days. For Vestacy, the methodology was aligned, retailer-specific research gathered and a comprehensive report delivered in just five days – evidence the team could take straight into customer conversations.
What's the value of combining shopper behaviour with qualitative voice research?
Behavioural data shows what shoppers do. Voice reveals why – the needs behind freshness, odour removal, mood and atmosphere. Combining both showed Vestacy not just which products shoppers choose, but how the category should be organised around their needs.
Can CHOOSI research help optimise how a category is organised at shelf?
Yes. For Vestacy, CHOOSI tested different fixture language approaches with Tesco shoppers, showing which messaging made the category easiest to navigate and giving the team a clear, evidence-backed direction for the fixture.
Voice-verified panels. AI-native research. Results in days, not weeks.
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