Focus Group Study for a Water Purifier Manufacturer

Presented by Channelplay Limited

Challenge

BRITA, a German water purifier manufacturer wanted to launch electronic, multistage filtration systems in the Indian water filtration market & hence wanted to understand Indian consumers on following aspects:

• Consumer purchasing cycle, usage behavior & gaps
• Testing BRITA’s features, concepts & designs on various aspects amongst Indian consumers

Proprietary solution

Approach:

• The client wanted in-depth research on various aspects of the water purifier – right from their present water consumption scenario, feature preference and buying behavior. Hence focus group discussions (FGD) were conducted.
• FGD’s were conducted across three cities - 2 Metros & 1 non-metro in order to have a mix of population leading to diverse views & opinions.
• Participant profiles included mix across age, gender, marital status, family size & income classes.
• Participants were recruited & finalized at least 2 weeks before starting FGDs through convenience sampling.
• Apart from recruitment of participants, venue was finalized keeping in mind that a central location where participants can reach easily.

Result

Outcome:

The research resulted in generating the following insights:

• Drivers of water purifier usage amongst water purifier users & barriers amongst non-users
• How BRITA fared compared to competitor brands
• Were the key features able to create a position in consumer’s mind and a competitive edge over other brands in the category
• Existing consumer behavior and buying journey
• Ideal selling channel(s)
• Winning features, designs & concepts

About this project

Business issue:

Gain new customers Brand / product / service launch

Market research specialties

Attitude & Usage Research Consumer Research - General

Presented by:

Channelplay Limited
Data Collection Full Service Mystery Shopping
Featured Expert Channelplay Limited

Our motto is Helping the brands sell better from Retail through its Market Research, Mystery Shopping, Field Force Management & Technology Solutions.