Our client is one of the world’s leading providers of sanitary fittings and innovative water products. Delivering great products from taps, showers, and smart water solutions, they have come to personify excellence for decades. Committed to their brand values of technology, quality, design, and sustainability they have become a true global power house. We were fortunate enough to work with them in early 2021 on a market insight research project.
We were introduced to them by an existing client who are part of the same business group. They had informed our new client that we were a great asset to have onboard, especially concerning customer insights.
The objective of the project for our new client was to carry out customer surveys and market research on the potential performance of a new product within the UK market. For us at Fresh Nous the project gave us an opportunity to support our client in understanding the appetite, opportunities, and challenges that this new market contained. We were able to utilise our insight expertise to inform them at numerous levels.
Before setting out on determining how this new product would perform in the UK market, we had to distinguish how we would conduct the market research on the behalf of our client. We settled on the idea of a robust and detailed customer review and experience survey in the form of collecting qualitative and quantitative data. This data would be gathered through online/text questionnaires as well as telephone calls to discuss the users’ experiences in greater detail.
Before we launched the project there were a few key steps that had to be defined. Terms and conditions had to be created and general protocols for surveys had to be agreed. Onboarding procedures and the final shortlist of those taking part were agreed upon. We made sure that our shortlist reflected the UK market and those who were most likely to purchase the product. This meant that all the learning that took place was relevant to future campaigns, not just our survey. Working with our existing client, we narrowed down a list of previous customers who were interested in trying out the new product. Those who were shortlisted and agreed to participate in the survey were then visited by an engineer. These engineers walked the customers through the installation process for the product and answered any questions in the process.
Surveys and learning
Our first round of surveys took place twenty-four hours after the products installation. For the first stage of this process we conducted a small number of qualitative phone calls. These calls helped to inform us what questions we would include within the quantitative text questionnaires, which we sent out after the calls. This learning proved invaluable in many areas. For example, we had not considered how the cleaning process for the product could impact customer experiences, until after our first qualitative call.
We took a similar approach to the following survey rounds to make sure our market analysis was collecting high quality information. We had a total of four rounds of surveys with both qualitative and quantitative data being collected. With this data we were able to form new market assumptions and marketing frameworks. These developments and insights then allowed our new client to create effective and appropriate campaigns and propositions.
Key takeaways uncovered
- The product’s price was vastly underestimated by those who took part in the market analysis.
- The product was incompatible with a lot of potential customers’ plumbing systems.
- Appearance of the product was considered ‘chunky’ and ‘orthopaedic’ by some.
- The process to clean the product was not immediately obvious.
- Men were far more likely to use the product than women.
- A warm water function for the product was a function many users enquired about.
- Users were impressed by how easy the installation process was.
- The feedback of the product was overwhelmingly positive, especially with the later stage surveys.
These takeaways were then utilised by our client to implement product changes and service additions. The process also helped to inform them about general customer concerns within the UK market, as well as providing customer personas for similar products. The research confirmed that the new product was appropriate for the UK market and would meet their goals and objectives. The product is still currently being sold in the UK market and is one of the markets leading items.
Understanding a market and its customers is a key part in succeeding within it. With market and customer analysis you can identify aspects of your products or services which need to be changed, as well as determining what works well.
Customer and market insights are what we specialise in, here at Fresh Nous. If you want to unearth the keys to maximising your product and services get in touch.