LUXURY PRIVATE LABEL CONSUMER JOURNEY: NEEDS, FMOT, SMOT

THE CHALLENGE

As part of an ongoing programme of qualitative research with consumers in the UK & Germany, our client wanted to identify which private label products had the potential for success in the European market.

THE SOLUTION

A three-phase methodology

1. Pre-usage focus groups: Exploring needs, expectations and purchase decisions motivations

2. Product placement with video selfies: Capturing consumers' immediate impressions

3. Post-usage focus groups: Feedback on products post-usage, expectations vs actual performance, comparisons to competitors, purchase intent (triggers & barriers), packaging feedback.

THE OUTCOME

From the research results, the client decided on the go-/no-go for the launch of a product and also identified areas for improvement in response to barriers unearthed during the post-usage groups.