Recent work - Brand understanding
Date Published: 25-01-2010
Combined Qualitative & Quantitative Research: Brand understanding & Positioning: ‘Excite me and persuade me to believe!’
The brief
A major DIY product manufacturer wanted to get under the skin of what consumers thought of a product that has been on the market for some time but which was not doing as well as hoped. To address this decline in sales a set of new brand positionings had been developed and the client needed to understand which positioning resonated best and why.
A major DIY product manufacturer wanted to get under the skin of what consumers thought of a product that has been on the market for some time but which was not doing as well as hoped. To address this decline in sales a set of new brand positionings had been developed and the client needed to understand which positioning resonated best and why.
Mimosa’s approach
Mimosa used a group methodology to first of all understand consumers’ thoughts on the current positioning, barriers to purchase and the new positionings. Respondents then used the product in their homes over the course of a week, completing diaries to note down their initial reactions. Groups were then reconvened and usage experiences were explored and contrasted with expectations. The new positionings were then re-examined to work out which resonated best and sold the product in a way that reflected the usage experience.
Mimosa used a group methodology to first of all understand consumers’ thoughts on the current positioning, barriers to purchase and the new positionings. Respondents then used the product in their homes over the course of a week, completing diaries to note down their initial reactions. Groups were then reconvened and usage experiences were explored and contrasted with expectations. The new positionings were then re-examined to work out which resonated best and sold the product in a way that reflected the usage experience.
The findings
Mimosa exposed to the client how the current positioning was failing to differentiate itself and ignite consumers’ imagination which in turn was meaning lost sales opportunities. Exploration of usage experiences revealed the crux of the issue to be ‘seeing is believing’ and Mimosa’s recommendations included helping the client identify which parts of the new positionings worked/didn’t work and also how else consumers could be persuaded to engage with the product.
Mimosa exposed to the client how the current positioning was failing to differentiate itself and ignite consumers’ imagination which in turn was meaning lost sales opportunities. Exploration of usage experiences revealed the crux of the issue to be ‘seeing is believing’ and Mimosa’s recommendations included helping the client identify which parts of the new positionings worked/didn’t work and also how else consumers could be persuaded to engage with the product.
