Mulberry gathered end-user and buyer insights to establish the customer need and to demonstrate the value in investing in Bio-Tech.

The research included:

• Consumer survey on the impact of toilet clogs on brand perception
• Survey at Seatrade, the world’s largest cruise industry tradeshow, targeting cruise line
  purchasing decision makers
• Survey at the National Restaurant Association (NRA) Show, the largest gathering of
  restaurant and food service professionals
• Conducted 800 telephone interviews with managers of top restaurant chains and independent restaurants on toilet paper spend and toilet clog frequency
• Partnered with a reputation management software platform to analyze Yelp reviews of top restaurant brands to determine the frequency of complaints related to restrooms

Mulberry developed sales collateral, such as infographics, leveraging the research findings to enable the sales force and promote the product through multiple communications channels.
Mulberry also promoted the research to the cleaning industry and beyond through press
releases and bylined article placements.