Brand Positioning with a Smart Method Mix
Brand research in the high-pressure washer category
The market leader in the high-pressure washer category wanted to develop and strengthen its brand in a strategically-important market in South America. The brand positioning was defined in a series of creative Workshop Arenas (competitive workshops) based on insights and expectations that had previously been explored in ethnographic interviews and a joint analysis of the significance of product characteristics.
The challenge
The questions GIM set out to answer were:
- What makes the new middle class tick?
- What is their life world like?
- How do they use cleaning appliances?
- How do they view the brand?
- What positioning routes will the analysis of existing data result in?
The solution
A mix of ethnographic interviews and competitive workshops.
Target and Usage Insights:
In a large number of in-home interviews, we investigated not only the target group’s lifestyle but also witnessed, explored, and documented the actual usage of high-pressure washers. Both lifestyle and product usage were then discussed in the context of brand expectations and preferred brand promises.
Workshop Arena:
This was a very special workshop series, based on the gamification approach and conducted together with the client’s project team. Playful and competitive elements were used to transform insights and ideas into concrete product concepts and market positioning routes.
The success
Our client was able to strongly position their brand in this strategically important South-American market, thus cementing their position as market leader in the high-pressure washer category.