# Focus Group Study for a Water Purifier Manufacturer

Presented by [Channelplay Limited](/content/company/Channelplay-Limited/index.html)

## 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](/content/market-research-firms/gain-new-customers/index.html) [Brand / product / service launch](/content/market-research-firms/brand-product-service-launch/index.html)

Market research specialties

[Attitude & Usage Research](/content/market-research-firms/attitude-usage/index.html) [Consumer Research - General](/content/market-research-firms/consumer-research/index.html)

Presented by:

[**Channelplay Limited**](/content/company/Channelplay-Limited/index.html)  
Data Collection Full Service Mystery Shopping  
Featured Expert [**Channelplay Limited**](/content/company/Channelplay-Limited/index.html)

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