Case Study

Categories: B2B, User Testing, Qualitative, Industrial

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Challenge: 

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To obtain customer feedback on a new product in the industrial market, identify areas of strength and opportunities for optimisation with the product; and ascertain how best to encourage product adoption by the industry, including potential barriers that need to be considered.

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Approach:

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A mixture of in-depth interviews and group sessions were conducted across five cities in Australia and New Zealand with electricians and business owners. Respondents were provided with the product and allowed free reign to “play” with it during the sessions. Their commentary and actions were observed, and then discussed using a semi-structed questionnaire.

 

Individual questionnaires were completed following each session, where respondents were able to provide evaluative feedback against key dimensions, including consideration to buy.

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Impact:

 

Our findings were able to identify levels of interest in the product, and likelihood to adopt. Barriers to market adaptation and key recommendations for marketing the new product were provided enabling the client’s client to prepare appropriately for their marketing campaign.