The brief came from a leader in home care products. Our challenge was to understand whether and how to launch a range of pool and spa care products, given the brand's aspirations and track record.
We developed a qualitative research protocol using hybrid data sources that combined social insight, qualitative research and strategic planning. Our analysis sought to place the results within a more exhaustive vision using TrendLab data. Socio-cultural analysis enabled us to put into perspective the statements made by pool and spa owners, social network monitoring and open source data, weaving together a life-centric analysis to recommend a positioning angle for the ranges. Now firmly rooted in people's aspirations, the brand should be able to reach its target audience while preserving its brand DNA.
To come in the next few months.
Enriching offerings and providing a vision of the innovation strategy
