The client needed basic findings on consumer needs, expectations, pain points, and consumer behavior when using a specific household appliance to make their communications more effective and efficient, to optimize the media mix, and to help with product development.
Mix of methods: diary examination to gain an insight into how consumers research products and make purchasing decisions, including the perception of brands and products, etc. Online forum for in-depth discussion on the research and decision-making process. Ethnographic in-home research to compare expectations and real-life experience and to explore roles within household routines. Shopper journeys at the POS to research product range and POS material.
Specific recommendations as to when, how, and with which messages the target group – which comprises different consumer types – can best be addressed along the customer journey. Supplemented by insights on how the product range and touchpoints can be optimized.