client challenge
- Our client, a leader in the consumer tool category, was looking to expand into the professional tools category.
- To be successful they needed to bring something unique and meaningful to the trade professionals. Our client knew that a me-too tool would not cut it in this category.
decision point approach
For this challenge, we executed an iterative, multi-phased research approach that exemplified consumer-centric innovation.
- Ethnographic research was conducted with trade professionals at their job sites and in-store to understand how they used and shopped for tools currently available.
- Concepts and later prototypes were developed based on findings and tested with trade professionals.
- Messaging Optimization was used to identify and prioritize what to communicate on the package.
impactful solutions
- Our research identified key pain points among trade professionals that no other brand was addressing.
- Our iterative research approach enabled consumer input at key steps of the development process.
- Translated insights from the Messaging Optimization into a design brief for the new product packaging.
client success
- Our client developed a tool that successfully addressed a key pain point among trade professionals.
- The new product packaging helped generate trial by highlighting a key benefit that resonated with trade professionals.
- Our client’s entrance into the pro tool category was a huge success. The new tool gained rave reviews from influencers and trade professionals and paved the way for a full line of tools for this category.
what our clients say
“At Fiskars we have had the privilege of working with the decision point team for the past five years. Their extensive proficiency in all forms of consumer research have played an invaluable role in providing rich consumer insights that have made a direct, positive impact on our business. More specifically our successful product and brand extension into the ultra-competitive world of hardware tools would not have been possible without decision point’s help. decision point has been a valuable asset for us, a tangible competitive advantage.”
Director of Product Management and Innovation
