Our Approach
1
Recruit
Recruited ten consumers with mixed demographics and high category usage, who are not rejectors of client’s brand and are looking to buy a similarly priced coffee maker within the next 12 months.
2
Exploration
Participants explored an online diary in five parts using Curion’s interactive online platform
3
Track
Consumers then tracked mixed-media responses to different stimuli using a wide range of methods
- Open-and close-ended questions
- Pictures
- Videos
4
Summarize
Using consumer responses, Curion curated video summaries compiled from online diaries capturing up-to-date consumer definitions of key terms
Insights
The consumer-centric definitions and video summaries compiled from the online diary created real, up-to-date consumer language for the coffee maker company to leverage, emphasizing the most important design elements and intimate consumer insights.
Results
Using Curion’s online diary exploration tools consumers tracked their responses to photos, videos, and website content, allowing the coffee maker company to realign their internal understanding of what key design features mean to consumers as well as establishing a hierarchy of importance. The result, a product that matched consumer expectations with strong satisfaction with the product and brand.
