Background
Duracell is the world’s number one consumer battery company by market share and the leading manufacturer of high performance alkaline batteries, speciality cells and rechargeables. Since the launch of the brand in 1965, it has grown to become a global consumer icon, known for its commitment to quality, reliability and innovation.
In a competitive and often price-driven category, Duracell wanted to reinforce its role as a premium, trusted choice – and demonstrate the value it brings beyond price to both consumers and retail partners.
The Challenge
The objective was to equip Duracell with the core insights to step into a category leadership role, underpinning sharper brand positioning, smarter above the line (ATL) investment and stronger retailer narratives.
Research Objectives
Duracell partnered with Insights Exchange to understand:
The Insights Exchange Approach
Insights Exchange ran an integrated qualitative and quantitative program – an online community followed by a quantitative survey – to capture both the ‘why’ and the ‘how many’.
Stage 1: Qualitative Online Community A multi-day nationwide community with recent battery purchasers. Participants logged real purchase occasions, reacted to Duracell and competitor packaging, and shared unprompted opinions on brand trust, longevity and switching triggers – giving Duracell direct access to customer language and behaviour in context.
Stage 2: Quantitative Online Survey A 20-minute survey with n=1,000 Australians (purchased batteries in the last month), covering major retailers and key demographics. This validated and sized the qualitative findings across shopper segments, decision drivers, brand equity and pack/claims appeal.
Insights We Delivered
Our research delivered a clear, evidence-based view of how shoppers engage with the category and the role a strong brand can play in driving value for both consumers and retailers. The insights provide a practical platform for future marketing initiatives – from refining brand positioning and creative briefs, to optimising packaging, shopper marketing and retailer presentations.
Drawing on these insights, Insights Exchange provided clear, prioritised recommendations to guide Duracell’s brand, shopper and retailer strategy. The recommendations now give Duracell a clear roadmap to reassert its leadership, support investment decisions in ATL, and bring a stronger story to retailers about why Duracell should own the shelf.
