Skip to content
GET THE REPORT
LOGIN / REGISTER
LET'S TALK

Reckitt’s digital transformation: scaling at speed

Learn how Reckitt streamlined their insights function through speed and collaboration.
Reckitt_case_studyTitle

Key outcomes

Consistency drives economies of scale

Reckitt and Zappi have been working together to ensure consistency across studies in elements such as attribute lists, image statements and brand questions. This increases efficiency – no reinventing the wheel – and enables meta analysis across multiple projects so Reckitt can consistently add to a database of learnings.

Impactful insights to shape new products

On average, Reckitt’s concept scores have improved due to earlier and faster testing, consistency and iterative learning. Reckitt and Zappi have also been working together to gain a deep understanding of the drivers to purchase, which can then be built into ongoing studies.

Consultants, not project managers

In this agile, digital insights scenario, insights professionals have been elevated from purely managing multiple projects and suppliers, to being expert consultants who guide marketing teams on what has been learned and how to apply insights to improve results in the market.

A strong relationship

With collaboration and trust threaded through the partnership, Zappi and Reckitt can work together closely and transparently.
OPPORTUNITY

One relationship, three business units

Reckitt is a global company organized across three business areas — Health, Hygiene, and Nutrition — each with its own insights team. When Elaine Rodrigo joined as Chief Insights and Analytics Officer in 2019, Zappi was being used only within the Hygiene group. Rodrigo saw an opportunity to bring the other two business lines into the same relationship, so the company could benefit from more consistent research and, over time, compare and build on results across the full organization rather than within a single silo.
Reckitt_case_study_V3-01
APPROACH

Getting teams on board

Scaling the relationship meant asking marketing and insights teams across three business lines to adopt shared tools and a shared way of working, at a time when research budgets had tightened but the need for fast turnarounds hadn't gone away. That's a real ask: teams asked to change their process often see it as more work rather than less, at least at first.


 
Reckitt_case_study_V3-02
KEY RESULTS

A transformed innovation process

  • Faster insights — average project turnaround time of 10 hours

  • Concept testing earlier and further upstream leading to better results

  • Insights professionals elevated to expert consultants

  • A truly enterprise platform unlocked across the whole company
Reckitt_case_study_V3-03

...now let's talk about you!

Book a meeting

Keep going

Blog Innovation
What consumers like in their salty snacks, straight from Zappi’s Normative Data Agent
August 19, 2025
Read story
Blog Advertising
The most inclusive Super Bowl yet? A look at how this year stacks up to last
February 19, 2026
Read story
Blog Insights
Why Zappi is the insights platform for you
December 12, 2022
Read story