The brief came from a leading home care company. Our challenge was to understand if and how to launch a pool and spa care product line given the brand’s aspirations and track record.
We developed a qualitative study protocol based on hybrid data sources that combined social insight, qualitative study and strategic planning. Our analysis focused on placing the results in a more exhaustive vision thanks to the TrendLab data. The socio-cultural analysis allowed us to put into perspective the declarations of pool and spa owners, the monitoring of social networks and open source data by weaving a life-centric analysis to recommend a positioning angle for the ranges. Now anchored in aspirations, the brand should succeed in reaching its communication target while preserving its brand DNA.
To come in the next few months.
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