the challenge

Our client wanted to enter the professional tools category with something meaningfully different—not another “me-too” product. They needed to identify an opportunity that would deliver meaningful value to trade professionals and give the brand a compelling reason to enter the category.

our approach​

• Conducted ethnographic research with trade professionals at job sites and in stores to understand tool use and shopping behavior.
• Developed and tested concepts, then prototypes, based on what we learned.
• Used Messaging Optimization to identify the most motivating product benefits and prioritize what to communicate on packaging.

the impact

The research uncovered a meaningful pain point that other brands were not addressing. We translated those findings into practical guidance for the product, messaging, and packaging.

The client developed a differentiated tool that addressed an unmet need among trade professionals. Packaging clearly communicated the product’s most relevant benefit, helping generate trial. The launch earned strong reviews from influencers and trade professionals and paved the way for a full line of professional tools.

what our client says​

“Fiskars’ successful product and brand extension into the ultra-competitive world of hardware tools would not have been possible without decision point’s help. They are a valuable asset for us, giving us a tangible competitive advantage.”

Fiskars Director of Product Management and Innovation