Market research for large tool company ahead of product expansion

Background

A Swedish industrial company specializing in various types of tools for consumers and professionals was evaluating the possibility of expanding its range into a new business area. The company has a strong international presence and is part of a global group with operations in over 100 countries and a portfolio of well-known brands. To make informed decisions ahead of a potential launch, it wanted to understand the needs and preferences of the new target group in three European countries.

Assignment

We were commissioned to conduct market research in Sweden, Germany and France. The aim was to identify the needs, attitudes and behaviors of younger end-users in the intended business area – and to produce a well-structured decision material for a possible product expansion.

Method

The project started with a series of strategy meetings where the objectives and focus areas of the research project were defined in collaboration with different functions within the client’s organization. These dialogues formed the basis for a structured questionnaire that reflected both business strategic needs and internal priorities. The questionnaire was provided with customized question logic and translated into German and French. It was then tested on a pilot group before wide roll-out.

The data collection was performed digitally, targeting consumers within certain age ranges in the three defined markets. The sample was balanced in terms of gender, age and geography to provide a representative sample.

Results

The data was analyzed both in aggregate and country by country, allowing for comparisons and local insights. The results were presented in a graphical report focusing on the needs, habits and preferences of the target group, the potential for different types of product features, willingness to pay and purchase influences.