Oksana Sobol
Vice President of Consumer Insights, The Clorox Company · Brand-side
Topics Oksana shaped
Researcher craft & identity, Consumer behavior & culture, Methods, methodology & rigor, Industry, profession & meta
Episodes
- What cleaning habits reveal about consumer psychology with Oksana Sobol — Ep. 56 · Apr 28, 2026
What Oksana said — indexed claims
- Insights professionals, whose job is to influence business decisions, have much to learn from professional influencers — the people they're trying to persuade at work respond to the same engagement drivers as social media audiences, yet researchers still rely on 50-page PowerPoints and data tables. — Ep. 56 · 20:52 ·
cl-oksana-sobol-016 - Convenience is the one thing consumers will always want more of — it is the permanent North Star for home care innovation. — Ep. 56 · 14:35 ·
cl-oksana-sobol-008 - Consumer appreciation of home environment factors has progressed dramatically in the past five years — what used to mean germ control now encompasses air quality, water quality's impact on skin and hair, allergens on soft surfaces, and how the home environment affects sleep, productivity, and mental balance. — Ep. 56 · 23:38 ·
cl-oksana-sobol-017 - Unlike cleaning overall, which has evolved to become more woven into daily routines, laundry remains the opposite — a time-consuming 'traffic jam' in the day that takes about the same amount of time as it did ten years ago despite improvements in machines and products. — Ep. 56 · 30:08 ·
cl-oksana-sobol-021 - For the first time, the emotional and social outcomes of cleaning — sense of accomplishment, feeling refreshed, mood lift — are now on par with, if not more important than, functional outcomes, signaling a fundamental change in consumers' relationship with home care. — Ep. 56 · 07:40 ·
cl-oksana-sobol-003 - As the home's role has expanded to encompass office, gym, culinary hub, and gathering place — and people are spending more time at home overall — the environment of the home is now a direct factor in productivity, energy levels, and mental balance. — Ep. 56 · 24:16 ·
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