[Case Study] Qualitative Concept Screening Among Homeowners

[Case Study] Qualitative Concept Screening Among Homeowners

A leading manufacturer of outdoor power equipment was in the product development phase to improve their product line in order to increase purchase intent and overall share at home centers. The Farnsworth Group defined the top concept, highlighted why that concept was preferred and identified the key design elements of that concept that could be utilized or combined with other features/concepts to create the ideal product. 

Problem

A leading manufacturer of outdoor power equipment was in the product development phase to improve their product line in order to increase purchase intent and overall share at home centers. 

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Process

The objective of this study was to provide insights needed to move to the next phase of the product development process.

  • What do they like and dislike about each concept and why
  • Which concept do they prefer and why?
  • What features are most important and why?
  • How do the concepts stack up against competitive models shown?

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The Farnsworth Group conducted 40 minute, online, in-depth interviews with 14 homeowners across the US.

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Outcome

A report summary was generated that included live video clips of the homeowner feedback to each concept, quotes and clear specifics on what they like and dislike about each concept. 

The market research report also highlighted what respondents liked and disliked about the competitive models as compared to their preferred concept. 

The Farnsworth Group defined the top concept, highlighted why that concept was preferred and identified the key design elements of that concept that could be utilized or combined with other features/concepts to create the ideal product. 

Competitive points of differentiation were identified to bring into their concept design and to align marketing, sales, and channel communications around.

 

In Our Client’s Words

“The research helped us narrow down the 5 concepts to 2. We were able to blend the two concepts together based on areas that participants liked from each of the products. We now have prototypes created and will be taking them out to get homeowner feedback next month.”