Reigniting Market Growth: Strategic Research Study for a Global Appliances Brand

The Challenge

Our client, a leading global tech brand, aimed to stimulate growth within the vacuum category by identifying demand drivers, expanding the product portfolio to meet consumer needs, and positioning their brand distinctively to provide a competitive advantage. To achieve these goals, research was needed to understand the influences on replacement and market entry, consumer needs, emerging trends, perceptions of the client's brand, and identifying untapped market opportunities.

Our Approach

The research methodology combined desk research and in-depth consumer interviews to address the key research areas. Desk research involved a comprehensive review of the vacuum category's evolution, trends, and competitive dynamics. Additionally, online in-depth interviews were conducted, with participants asked to assume they were purchasing a new vacuum and were guided through the research process, which involved discussing their interactions and decision-making.

The Outcome

By conducting a comprehensive analysis of the vacuum category and diving deep into consumer motivations, behaviours, and preferences, this research provided the client with the strategic insights needed to reinvigorate the market, grow market share, and differentiate their brand across multiple subcategories. With actionable recommendations in hand, the client was well-positioned to leverage emerging opportunities and gain a competitive advantage in the evolving vacuum market.