Unlocking Consumer Insights In The Door Handle Market
Case Studies
The Brief
The strategic goal was to expand on previous research about the steps customers take when purchasing door handles, focusing on market sizing and identifying opportunities in specific cohorts. This included quantifying qualitative findings and incorporating a new buyer type to inform a category review and branding shift after acquiring a major market player.
The strategic goal was to expand on previous research about the steps customers take when purchasing door handles, focusing on market sizing and identifying opportunities in specific cohorts. This included quantifying qualitative findings and incorporating a new buyer type to inform a category review and branding shift after acquiring a major market player.
The approach
A quantitative methodology was employed using a 10-minute questionnaire. 1,300 participants who had purchased door handles in the past 12 months were recruited from a market research panel, covering 1,000 home restylers, renovators, and rebuilders, plus 300 door handle replacers. This broad sample aimed to capture consumer purchasing habits and preferences to develop a robust market strategy.
A quantitative methodology was employed using a 10-minute questionnaire. 1,300 participants who had purchased door handles in the past 12 months were recruited from a market research panel, covering 1,000 home restylers, renovators, and rebuilders, plus 300 door handle replacers. This broad sample aimed to capture consumer purchasing habits and preferences to develop a robust market strategy.
The challenge
Categorising the sample into three personas developed through qualitative analysis, based on detailed tasks, activities, and responses. This challenge was overcome by using attitudinal statements to align behaviours with each persona, ensuring consistency with the initial qualitative phase.
Categorising the sample into three personas developed through qualitative analysis, based on detailed tasks, activities, and responses. This challenge was overcome by using attitudinal statements to align behaviours with each persona, ensuring consistency with the initial qualitative phase.
The insight
The research identified a significant market for door handles in Australia, driven by households involved in home improvement. Upgraders, those refreshing, renovating, or rebuilding homes, account for the majority of annual purchases, indicating strong, consistent demand.
The research identified a significant market for door handles in Australia, driven by households involved in home improvement. Upgraders, those refreshing, renovating, or rebuilding homes, account for the majority of annual purchases, indicating strong, consistent demand.
The outcome
The research led to strategic actions to strengthen market presence and customer engagement. Key retail partnerships were reinforced for product visibility and accessibility both in-store and online. Pricing strategies were tailored for different segments, with premium pricing for high-value products and competitive pricing for budget-conscious consumers. Social media and online platforms were leveraged to communicate product value and engage customers.
The research led to strategic actions to strengthen market presence and customer engagement. Key retail partnerships were reinforced for product visibility and accessibility both in-store and online. Pricing strategies were tailored for different segments, with premium pricing for high-value products and competitive pricing for budget-conscious consumers. Social media and online platforms were leveraged to communicate product value and engage customers.
