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Case Studies

Concept test and feature optimisation for a new audio appliance

The Key Challenge

To enable a home appliance manufacturer to assess the overall potential of a concept for a new audio device and identify the optimal design and combination of features

The Researchcraft Approach

An initial phase of qualitative focus groups was used to short list designs and features with the highest potential. The winning ideas were then tested online with 450 target consumers to evaluate 3 different designs versus the main competitors. Evaluation included TURF analysis to identify the optimal combination of features in terms of sales potential and price point.

The Outcome

This gave the client the confidence of knowing that 2 of the 3 designs would be highly competitive at a desirable price point, but with the added bonus that foregoing two of the more costly features would have a negligible impact on its sales potential.

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