Client description: Manufacturer of water purification products

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Water and Wastewater, Consumers

Services applied: Voice of Customer, New Concept Testing

Business challenge: Client wanted to introduce a new water purification concept to understand consumer appeal, purchase intent, price willing to pay, install and conditions under which they would definitely purchase. Research objectives included identification of motivations, habits, preferences and consumer knowledge on water quality.

Methodologies: Focus group consisting of ten pre-qualified heavy filtered and bottled water drinkers. Group members were presented with concept and video.

The result: Focus group revealed that heavy filtered and bottled water drinkers had positive reactions to the concept and over half indicated the concept was very appealing. Respondents liked the multi-purpose functionality, convenience, ease of use and design. Purchase intent ratings were mixed. The main barriers to purchasing included limited need due to one or more existing devices/ systems, price, product requirements/limitations and install.

Results revealed that an increasing purchase intent could be achieved by lowering product and consumables pricing and proving health benefits.