Experiences

• Situation: An invitation to a Product Line Review (PLR) from a leading home improvement retailer is never routine. Manufacturer’s typically face short lead times for this event that can be critical to distribution positions. The reviews generally represent an important opportunity for the manufacturer whether the aim is to enter the channel, expand a current position, introduce a new product, or just re-position

• Solution: Leading the conversation at a PLR with the consumer’s view of the situation, helps solidify the fact that the manufacturer understands the environment, key consumer drivers and the messaging needed to activate. This foundational understanding comes from a strategic marketing research approach that provides the right data to drive the PLR conversation.

• Outcome: While each manufacturer’s situation is unique, aligning marketing research insights with market share, brand position, regional considerations, etc. is a specialty of PathWerk resulting in successful PLRs.

• Situation: Manufactures often extend product lines into new but related categories in an effort to grow revenue and volume, however, these new categories can have their own set of challenges.

• Solution: Quantitative consumer research is used to define the competitor’s brand position and perceived benefits. It also forms the foundation for understanding the manufacturer’s brand position and target a white space for the manufacturer to explore. Price elasticity models are also often incorporated to identify an acceptable range of prices for the new line as well as a more fine-tuned optimal price point for a target audience.

• Outcome: Successful entry into new areas are critical as they generally lead to accompanying consumer segments and subsequent growth. All the while, consideration must be give to the manufacture’s brand so that it remains strong and/or is strengthen along the journey of a new product launch.

• Situation: Entry into a home improvement center can be difficult to navigate as it is typically a competitive scenario. The consumer can be different from what is otherwise known by the manufacturer and gaining an understanding to optimize potential sales becomes critical.

• Solution: Although their seems to be a natural fit to move into home improvement centers, penetrating those walls can be difficult. A strategic understanding of the competitive landscape, consumer needs and how well they are being met provides a basis for a manufacturer to communicate their product’s strengths and opportunities to grow to the category buyer. Targeted market research provides an efficient method to prepare needed insights to break into this channel.

• Outcome: Identifying opportunities to improve a category at large can be mutually beneficial for a retail store and manufacturer. Demonstrating an understanding of these improvements for a retail channel illustrates a partnership approach setting manufacturers apart from the competition in an otherwise stale category.

• Situation: Even dominate players know it is important to stay ahead of their competitors in order to maintain their presence on the shelf. In order to stay vital, manufacturers take a long view by constantly thinking about what could be next.

• Solution: By reaching out to customers and users, manufacturers can listen and fully understand consumers’ hierarchy of needs and the series of decisions that ultimately lead to a purchase. By understanding the ever changing mindset of the consumer, manufacturers know their products are delivering upon critical consumer needs and communicating with language that is easy to understand in an otherwise intimidating space (i.e. DIYers). Trends are brought to the surface so that manufactures stay abreast of changing needs within the category.

• Outcome: Identifying white space for future opportunities can solidify a market leader’s position through continued innovation while keeping existing products fresh all the way through package design.

NEW PRODUCT LAUNCH CASE STUDY

• Situation:
  A category leader outside of retail channels identified an innovation to bring their product expertise into a stale category. The manufacturer needed to better understand the customer's perceptions of benefits, hurdles to use and triggers to purchase in order to create relevant positioning and messaging for packaging, POS and web content.
• Solution:
  Qualitative product placement with guided video interviews was used to capture deep insights from participants using the new to category solution. Additionally, an online survey validated the initial findings and expanded with purchase journey mapping and video diagnostics for install video guides. 
• Outcome:
  The manufacturer's new product launch was successful with retailers and online.

PRODUCT REFRESH CASE STUDY 

• Situation:
  A lighting manufacturer wanted to leverage their expertise into work lights. The work light space was dominated by halogens and fluorescent fixtures, while the manufacturer focused on LED. So, the manufacturer needed to understand the associated “pain points” in the work light space in order to assist in their product development efforts.
• Solution:
  Quantitative consumer research identified the relationship between price, perceived value, and technologically advanced lighting which is not always a linear relationship.
• Outcome:
  Based on refinements led by insights, the lighting manufacturer has risen toward the top tier for work lights and is nearing an “industry first” launch of commercial grade product with newly developed features.