Domestic appliances

The Challenge

To deliver an in-depth understanding into consumers usage and attitudes within 8 small domestic appliance categories with a view to positioning the client’s brand and target consumer.

The brand in question is well known within the UK  and starting to build in Europe, but performance differs. In the UK the brand lacks identity, whilst share is rising in Eastern Europe.

The ultimate aim being to relaunch the brand with a unique proposition, packaging and comms platform with a Hero NPD launch, for which research was needed to feed into.

Our approach

We initially undertook an online qualitative community over 5 days, with 75 consumers, across UK, Germany and Poland exploring who the consumer is, how they interact with the SDA categories, and the role of brands.

Using insight from the community we then conducted a quantitative survey with over 8,000 consumers across UK, France, Germany, Poland and Australia. This measured usage, behaviours and attitudes towards 8 SDA categories, exploring drivers, barriers, desired features and brand perceptions.

The outcome

Research helped our client to:

• Identify six consumer segments from which our client could pinpoint their target consumer
• Map the client’s brands relative to key competitors in all 5 markets on functional and emotional attributes
• Identify key drivers and barriers for all 8 categories
• Provide insight into potential features/benefits for each category to consider for future development or optimisation
• Identify key differences and challenges across the 5 markets to consider for brand planning