Client description: Wiper manufacturer

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Metals

Services applied: Market Opportunity Study, Voice of Customer, Concept testing.

Business challenge: After identifying a need in grease/oil removal products the client wants to gauge the market to understand if the new product development makes sense. Addressing this need represents a huge opportunity and the client needs to test the concept, performance and appeal before launching the new product into the market.

Methodologies: Two 120-minute qualitative co-creation sessions conducted online and over the phone. Co-creation panels were comprised of recruited product buyers, purchasing decision makers and final users.

The result: Qualitative co-creation sessions unveiled there are barriers to entry as respondents acknowledged that shop towels and wipes are a low mind share product. Yet, both product buyers and users liked the concept, and saw the value after testing prototypes and looking at video demonstration.

Candidate responses confirmed there was a motivation to switch from current solutions as well as a willingness to pay a premium if prototype delivers on promises. Qualitative sessions provided variables to develop and test a quantitative survey to validate the impact on the market as a whole.

Client was advised to make a business case to increase product mindshare in decision-making staff. The business case needed to quantify and justify the increase in worker safety, improved environment, the lowering of costs and the increase in productivity.