Home Appliance Manufacturer

Optimizing Successful Innovation

The Challenge

This manufacturer had developed a design-forward new product and need to get it on display in stores for a successful launch. But first they needed to convince channel partners that a sizeable market exists in the U.S. and guide them in retail placement.

Our Approach

We developed a custom audience in the U.S. MONITOR using MotiveMix by emulating the client’s design-enthusiast target and created tailored profiles of the design-enthusiast proxy using the U.S. MONITOR’s rich attitudinal research to inform messaging and merchandising strategy. We then sized the design-enthusiast market and mapped the audience on all zips and counties in the U.S.

The Insight

The flexibility of combining the MotiveMix building blocks to define attitudinal profiles of the design-enthusiast proved to be a fast and cost-effective alternative to custom research and provided the client with key information to convince their retail partners to add this product to their inventory in select markets.

The Impact

The client improved the likelihood of a successful product launch by sizing the critical attitudinal target and identifying which individual stores to prioritize based on target density within the market. Additionally, the client had the tools to create more relevant, resonant messages through enhanced understanding of target.

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