Bespoke qualitative methodologies

Creative thinking to a tricky problem: floorcare for Phillips

One of the aspects of boutiK that makes us most successful is our insistence on developing bespoke research solutions for our clients. Phillips approached us with a key strategic question: how do we successfully enter the competitive UK floorcare market? Quite a conundrum because of the difficulty around the expense involved in this area and strong players like Dyson dominating the market.

Well we love a meaty challenge, so we took a bit of time to work this one through. After interrogating the brief with the client, our solution was a 3 stage approach.

First we ran a series of metaphor elicitation sessions in-home to really get to deep insight around this issue. We complemented this with shop-alongs to contrast the home and retail experiences.

We then ran immersion and innovation workshops with our clients to identify the key insights and to kick-start the early-stage NPD idea generation.

Finally we brought everything together with a concept lab run through face-to-face consumer groups, enabling us to pressure test the new concepts and identify the most promising NPD routes.

Bringing it all together, we added videos and vox-pops into our debrief to powerfully bring the messages to life for the client making it easier for Philips to manage the message internally through their various Stakeholders.

Boutik Research and certain approved third parties, use functional, analytical and tracking cookies (or similar technologies) to understand your event preferences and provide you with a customized experience. By closing this banner or by continuing to use Boutik, you agree. For more information please review our Cookie Policy.