Consumer Goods
Identifying differentiation opportunities in the Brazilian washing machine market
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Challenge
A company in the home appliance segment needed to identify potential areas of differentiation relevant to the Brazilian washing machine market and, based on those opportunities, develop differentiation strategies.
The challenge required a close understanding of the routine and domestic context of class C women, the main users of washing machines and the ones responsible for the purchase decision. The study also had to cover different profiles of ownership, brands, appliance capacity, housing type and household composition.
Beyond understanding habits and needs, it was necessary to observe the domestic environment and the appliances used by participants, building a more complete view of the context in which washing machines are used.
Methodology applied
- Recruitment of class C women, the main users and decision makers for washing machine purchases
- 6 home visits of 2 hours each to understand the domestic environment and the appliances in use
- 9 in-person focus groups, with 60 main participants and 12 backups
- 4 creative workshops, with 20 participants selected from the focus group attendees
- Quotas applied by frequency of use, purchase intent or recent purchase, machine capacity, brands used, housing type and household composition
- Prior photographic record of participants' homes, washing machines and, where available, dryers
- Moderation of all in-person stages, using a mirror room for the focus groups
- Transfer of all modules and support from a bilingual team
- Full project management, including recruitment, scheduling, incentives, translation of materials and field operation