Kitchen appliances case study: pushing people's buttons

18 Jan 2010|Added Value

In the age of food channel fans and celebrity chefs, selling kitchen equipment needs a whole new recipe for success.

In China, most induction cookers produced by local manufacturers cost an average of about RMB300. But our client’s models were selling for RMB1,200. The challenge? How to get consumers to trade up.

We needed to know what inspired consumers in the kitchen, not just at the point of purchase. So we invited ourselves for dinner. We spent time in consumers’ homes, watching them cook and talking about the equipment they liked to use. We looked at the emotional meaning that cookers held for the families, as well as the functional benefits they offered.

Like any good host, they were generous. With insight and with ideas.

Then we went shopping with them. And we noticed something big. We saw that when looking at cookers they would count the buttons.

It turns out – cookers could make consumers feel modern and smart. And the number of buttons was the ‘hot button’ for purchase.

The client has cooked up some new ideas with the insight. Their R&D department has been briefed to make new models with one new key ingredient – more buttons.

How did we Add Value?
By understanding what pushed consumers’ buttons in the category, we helped to create design briefs that would inspire R&D to cook up much more on-target products.

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