Understanding Facility Sanitization Behavior During the Pandemic — NEWCO Product Research

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.

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.

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

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.