Case 1 - A Polyurethane Systems Suppliers In North America
To establish the opportunity for a range of products to be launched into Europe. The target market for the product was trades' people and the research needed to establish attitudes to filling and making good, holes in walls and to determine the opportunity for a foam dispensing product.
12 Focus groups in the UK, Germany and France with plumbers, electricians, kitchen installers, window installers, insulation contractors, plasterers and general builders during which the product was demonst and reactions observed.
Recommendations for product development, pricing strategy, distribution and promotional opportunities.
Findings led to further research carried out on brand name development throughout Europe with merchants.
Case 2 - One Of The World's Leading Manufacturers of Personal Protective Equipment
To establish the needs of users and specifiers of ear defenders, to determine the extent to which these needs are met by our client's current range and to establish attitudes to new product concepts. Our client markets its products throughout the world and in Europe. It is strong in the UK, Germany, France and Sweden.
These four countries were earmarked for the research and consideration. Testing new concepts is best carried out by qualitative research during which the product can be physically tried and tested. With this in mind, focus groups were selected as the most appropriate method. This allowed the subject to be debated, and the products to be shown, tested and fully evaluated.
- Buying influences
- User influences
- Product performance
- Brand influence