Our Approach
Step 1
Curion launched two different Central Location Tests (in San Francisco and Chicago).
Step 2
We found and recruited a balanced group of brand-friendly consumers who had never purchased and consumers who knew and loved the brand’s established tile products.
Step 3
We replicated how consumers would interact with the product in real life by creating gallery walls for each product material
Step 4
Participants viewed each gallery wall individually. Facilitators first introduced the product concept, then unveiled the photo wall, and finally gave them a sample tile from the gallery to observe while answering in-depth survey questions.
Step 5
Consumers provided both open-ended and quantitative feedback about picture quality, light retention, and their overall thoughts.
Step 6
Our moderators uncovered all three product galleries for consumers to compare and rank side-by-side.
Insights
- Consumers preferred one specific tile's material quality, value, and picture quality over another material but noticed it lacked unique aesthetics of other materials.
- Participants wished there were larger sizes of the canvas tile so they could create solo prints for wall art.
Results
Our insights revealed clear direction for consumer-centered product development and improvement. Rather than potentially launching an underperforming product, the client will unveil an expansion that meets (and exceeds!) all expectations.
