Toilet paper, dish soap, insurance, office supplies — the world runs on products most people consider boring. But boring doesn’t mean forgettable. Some of the most successful companies thrive in categories that feel like a sea of sameness. The challenge? Standing out. The opportunity? Using market research to uncover the hidden differentiators that transform the “boring” into the unforgettable.

1. Shift the Focus from Product to Purpose

When the product itself isn’t inherently exciting, research reveals the emotional needs that sit just beneath the surface. Dove uncovered how women actually felt about beauty standards, leading to its “Real Beauty” positioning. Insurance companies test messaging to understand whether “protection” or “peace of mind” resonates most, inspiring campaigns like Allstate’s “You’re in Good Hands” promise. Research connects a practical product to an emotional human need. Without insights, it’s just soap or paperwork. With them, it’s a purpose-driven movement.

Research takeaway: Explore attitudinal studies and in-depth interviews to understand the bigger emotional needs customers connect with — then elevate those as the brand story.

2. Spotlight Customer Pain Points (and Solve Them Creatively)

Great differentiators come from listening to consumer frustrations. Through ethnography, usability testing, or diary studies, you can observe the friction people face with existing options. Oatly tapped into sustainability and health concerns uncovered by research. They didn’t just sell oat milk; they solved for lactose intolerance and sustainability, using quirky branding to make people proud to pour it in their coffee.

Research takeaway: Pain points uncovered through journey mapping or experience audits can become the exact differentiators that drive disruptive positioning.

3. Elevate the Experience Around the Product

The experience of discovery, purchase, or usage can be just as powerful as the product itself. Casper didn’t invent mattresses — it reimagined mattress shopping. Research into buying barriers revealed distrust in showrooms and anxiety about high prices. That insight led to a new business model: online ordering and at-home trials. Similarly, Dollar Shave Club turned the dreaded razor aisle into a subscription convenience story, amplified by a viral video. Suddenly, the “boring” becomes fresh, relevant, and shareable.

Research takeaway: Research insights can identify friction in the customer journey that has nothing to do with the product itself. Fixing those moments can differentiate an entire brand.

4. Tap Into Culture and Conversation

Even utilitarian products can become part of culture if brands know which conversations matter. Today’s consumers expect brands to have a point of view. Social listening, concept testing, and brand perception studies guide companies toward the right tone and message. Liquid Death wasn’t just random with its “punk rock water” branding — it validated that younger consumers wanted sustainability served with irreverence. Charmin tests humor-driven messaging to ensure its witty tweets entertain without alienating, turning toilet paper into a trending topic.

Research takeaway: Market research helps brands find the cultural touchpoints their audiences value most — ensuring creative risks actually resonate.

5. Use Data and Insights as Differentiators

In a crowded category, how well you understand your customer can become your advantage. Research identifies unmet needs, white space in the market, and the hidden motivations behind everyday purchases — the very things that transform a “boring” product into a brand people actually talk about. In categories where the product is indistinguishable, knowing not just what your audience buys, but why, is the differentiator.

Research takeaway: Invest in segmentation studies, needs-based frameworks, or jobs-to-be-done research to uncover opportunities your competitors have overlooked.

How Accelerant Helps

At Accelerant Research, we specialize in uncovering these kinds of differentiators. From journey mapping to segmentation studies, our team helps brands transform even the most functional products into category leaders. By combining UX and market research methods with our proprietary Agora USA panel, we surface the unmet needs and hidden motivations that turn “boring” into beloved.

The Takeaway

There’s no such thing as a truly boring product — only brands that haven’t looked deeply enough at their customers. Market research is the key to uncovering the unmet needs, hidden emotions, and overlooked experiences that make the ordinary feel extraordinary.

After all, the products people need most often are often the ones with the greatest potential for long-term brand impact — if you know where to look.