The Task
- Our client wished to understand the reasons for the success of a competitor brand of wood polish, and to identify any chinks in the lead brand that they could exploit in order to gain market share.
The Method
- An exploratory qualitative study covering markets of interest. A blind test was also conducted to understand what are the key strength and weaknesses around the product
The Outcome
- We identified key attributes that wood polishers used to evaluate products, along with detailed usage habits & practices of wood polish. The study revealed that product usage practices among the wood polishers affected
how the product performed, and in turn impacted their perceptions of various brands. Specifically, this impacted our client’s brand adversely in terms of user preference & adoption. - Based on the above insight, we recommended that product formulation be tweaked to adapt to product usage practice of the wood polishers. Other improvement areas on product formulation, ease of application, usage,etc., were also identified.
- Important learning was also gained in the areas of consumer awareness of categories, brands, and product characteristics.
How the Client benefited
- The client leveraged the results by working on the product formulation. They also highlighted product benefits and planned to run communication campaigns to educate users on key aspects of product specifications & usage