This is the 11th, and my favorite, “real life” example of consumer insights “saving the day” in a way that analytics never would uncover.
Our client was successfully selling a paper wipe to the DIY segment. Given the success among DIYers, our client wanted to market their paper wipe to the industrial segment as well, to replace the red shop rag.
We conducted in-depth mini-focus groups of users of the red shop rag. During these groups, our goal was to determine users’ emotional link to the red shop rag. Well into the groups, at least 60 minutes, we were able to track these users’ emotional link back to when they were children helping their fathers work on their cars or other projects around the house.
It turns out the red shop rag was a badge of respect, honor and accomplishment for people who work on production lines.
When the rags were delivered from the cleaning company, the workers would rush to get an arm-load to put in their personal locker to ensure they’d never be without one.
Given the intensity of the findings, rather than marketing the paper wipes as a replacement for the red shop rag, we recommended that they be marketed as something to use to clean up “real messes” in order to preserve the workers’ red shop rags.
Imagine how much money could have been wasted trying to replace a product whose users had such an emotional attachment to the product we were proposing to replace! We could have probably convinced purchasing that the paper wipes were more cost efficient, but it would have led to a revolt by the workers.
Do you have other examples consumer insights that have prevented you from going in the wrong direction?