Client description: Global glove manufacturer

Practice area: Market Research and Analysis

Geographic scope: US and Europe (Scotland, UK)

Industries involved: Personal protection equipment, oil and natural gas

Services applied: Market opportunity study; competitive intelligence; go-to-market strategy, Voice of the Customer

Business challenge: Glove manufacturer desired to understand oil and natural gas rig worker needs, preferences and behavior related to glove use as well as to understand the decision-tree for the glove selection process. Additionally, the client wanted to examine attributes of the “ideal glove” in the minds of rig workers, identify unmet needs in hand protection for oil rig workers in specific markets, and gain a deeper appreciation of the industry in order to support their product development initiative with a clear understanding of attributes end-users and gatekeepers find most compelling in gloves currently available.

Methodologies: 25 IDIs with industry thought leaders, subject matter experts and gate keepers; 10 focus groups sessions in 3 different locations, including 5 in 2 different US locations and 5 in a European market; quantitative survey; ethnographic site visits to oil rigs; detailed secondary research on the industry. Geo Strategy Partners’ ability to recruit oil rig workers who are typically either on a rig or off the grid was critical to the success of this project.

The result: Identification of significant unmet needs in the oil and natural gas industry for gloves. Recommendations to the client on a go-to-market strategy to take advantage of these unmet needs and strategically position themselves for success in this new market. The findings overwhelmingly supported the decision to enter this market and the user insights guided R&D on the specific attributes that could produce game changing acceptance.