PROJECTS
CUSTOMER EXPERIENCE & PRODUCT TESTING
Industry
METHODOLOGIES
Qualitative research | Ideation, co-creation and validation workshops | Design thinking methodology | Concept Testing | Message Tracking & Message Recall | Business Model Canvas
SECTOR
Industry
YEAR
2022
Description
Our client faced the challenge of understanding how users interact with a unique product in the market to validate the customer experience, the potential target and the business model.
The ultimate goal was to identify possible barriers in the interaction with the product and detect levers that would allow us to create an ideal communication campaign, considering both the attributes associated during the interaction experience and the product itself.
Validation with potential national and international users
Characterisation of the potential user
Willing to pay analysis
Net Promoter Score (NPS) index
“What I think the lamp costs and what I would be willing to pay are two different things”.
Potential consumer
PRODUCT
TESTING
Four workshops with potential users of the product (Spanish and international participants).
Testing of the product by observing the participants during assembly and interaction with it. Definition of the degree of recommendation considering the operation, mechanism and ease of use.
ATTRIBUTE AND
MESSAGE ASSOCIATION
Detection of attributes and key messages after testing with the product, identifying the initial perception (emotion, curiosity, frustration), the prioritisation of concepts associated with the product, or the assessment of suggested attributes (innovation, exclusivity, biotechnology, design, sustainability, etc.).
VALIDATION OF THE TARGET AND BUSINESS MODEL
Detection of the target and validation of the business model.
Assessment of the potential user (socio-demographic, cultural and economic level), as well as the willingness to pay, detecting the barriers and validating the method of purchasing the product in terms of the channel and the time spent.
OPPORTUNITY
IDENTIFICATION
Identification of opportunities to respond to the barriers identified during the testing: needs around the product to increase willingness to pay and aspects to improve in the communication of the product’s value proposition (improvement of the website, commercial videos, printed materials, etc.).
