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Kolbeco offers solutions to all elements of the research process
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Learn more about our industry experience and how we can impact your business.
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Kolbeco is looking to recruit new members of staff
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Exploratory Research into the Auto-Dish Wash Category in order to Assist New Product Development for a popular Household Brand
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Objectives
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A Global Brand Team plan to launch a new
auto-dishwashing product to sit alongside their hand-dish
product offering. Research was required to explore and
understand the auto-dishwash category and to understand
consumers needs / habits / practices / attitudes. In addition,
the research needed to understand how the category is
shopped and to establish the consumer decision making process.
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Methodology
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2 x 1.5 hour viewed discussion groups conducted at Kolbeco's
offices (as a cost saving measure) with women aged 30-55 who
owned and used a dishwasher. 7 x ASTs and 5 x In-Home Depths
conducted by the team plus one additional AST conducted by
Kolbeco.
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Learnings
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A wealth of background understanding on the category, the
consumer and their purchase behaviour. The heritage of the
popular household brand means that an auto-dish product would be
received well by consumers.
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