Understanding Facility Sanitization Behavior During the Pandemic — NEWCO Product Research
New Co.
At the height of the COVID-19 pandemic, NEWCO sought to understand how facilities across North America were responding to new sanitation demands — and whether there was a viable market opportunity for an automated deep-sanitization solution.
Challenge
At the height of the COVID-19 pandemic, NEWCO sought to understand how facilities across North America were responding to new sanitation demands — and whether there was a viable market opportunity for an automated deep-sanitization solution. The company needed clear, data-driven insights into:
- How commercial and industrial facilities managed cleaning protocols during the pandemic;
- The financial and operational impact of new sanitation requirements;
- Customer attitudes toward automated cleaning equipment; and
- Key product features, price sensitivities, and adoption barriers shaping market readiness.
Approach
Lucron conducted a comprehensive qualitative research study involving 25 facility managers across diverse industries — including grocery retail (Kroger), logistics (Maersk, Gopuff), manufacturing (Whirlpool), corporate offices (Worley), and retail (Macy’s, IKEA).
Through structured interviews, the study gathered firsthand insights into:
- Cleaning methods adopted pre- and post-pandemic;
- Outsourcing trends versus in-house sanitation efforts;
- Cost and ROI perceptions of automated sanitization; and
- Criteria influencing equipment purchasing and maintenance preferences.
Key Findings
- Universal Budget Increases: Regardless of industry, facilities experienced significant rises in cleaning and sanitization budgets — with many doubling their spend compared to pre-pandemic levels
- Strong Interest, Moderate Skepticism: Most facility managers expressed openness to adopting an automated sanitization product — citing reduced labor exposure and consistent cleaning quality — but cost, reliability, and proof of efficacy remained key hurdles
- Feature Priorities: Desired attributes included ease of use, mobility, programmable cleaning schedules, safety, remote monitoring, and low maintenance requirements
- Adoption Barriers: Concerns included upfront cost, uncertain ROI post-pandemic, fear of unproven technology, and potential operational disruptions
- Beta Test Willingness: Several major companies indicated openness to pilot testing NEWCO’s prototype — provided it met regulatory, safety, and insurance requirements
Outcome
The research guided NEWCO’s go-to-market strategy, helping define:
- The optimal feature set for its prototype design;
- Messaging that emphasized safety assurance, labor savings, and cost efficiency;
- A segmented target market — prioritizing grocery chains, manufacturing facilities, and logistics hubs with ongoing high sanitation needs.Strategic partnerships and beta testing opportunities
The insights also shaped NEWCO's beta-testing roadmap, enabling data-driven product validation before commercialization.
Impact
This project demonstrated how targeted, interview-based research can uncover not only behavioral data but also the emotional and operational drivers behind technology adoption. For NEWCO, it was the foundation for a smarter, evidence-based innovation pipeline — and a product concept better aligned with market realities.