New product development concept testing for a wiper manufacturer client

This client was interested in conducting research to better understand protection needs, path to purchase, PPE usage and satisfaction with current PPE performance in automotive and machinery & equipment.

We divided the study into three phases: ethnographic product demonstrations, qualitative co-creation sections,  and a large quantitative approach to validate findings. Co-creations consisted in two sections with 8-10 respondents each using an online focus group platform. First section was hold by choosers and the second one by users of the product. The research included unaided questions to identify requirements, unmet needs and triggers to switch products before testing the innovative product.

All respondents found the study interesting as they have never paid so much attention to tasks involving wipers and were eager to provide insights and feedbacks to the new product. The client participated in both focus group section providing extra questions to our moderator team and saw on first hand respondent’s reaction to this new product. We were able to uncover respondent’s appeal, appeal and uniqueness of the product, likelihood to purchase, and willingness to pay a premium.