Identifying Opportunities: Path to Purchase for Electronics

Challenge

A global consumer electronics brand aimed to deepen its understanding of customers and prospects in two key international growth markets: France and Australia. With the goal of driving global brand expansion, the company recognized the need for comprehensive market insights that could inform their marketing strategies and product offerings. 

They partnered with SIVO to leverage both qualitative research tools and quantitative validation to uncover valuable data on buyer behavior and market dynamics. The challenge was to capture insights into the local languages and provide actionable recommendations tailored to each market’s unique characteristics.

Approach

To address the client’s needs, SIVO employed a robust, multi-method approach combining in-person ethnographic research and an extensive online survey. This two-pronged strategy enabled us to gather both deep qualitative insights and statistically significant quantitative data, ensuring a comprehensive understanding of consumer behavior in both markets.

1. In-Person Ethnography: SIVO conducted in-depth, face-to-face interviews with consumers in both France and Australia. Using experienced qualitative research strategists, we observed participants in their familiar, real-world settings, and we were able to capture authentic insights into their preferences, shopping habits, and interactions with electronic products. This method allowed us to understand the nuances of the consumer journey and identify unique cultural factors that influence purchasing decisions.
2. Online Survey: To complement the qualitative findings, SIVO designed a detailed online attitude and usage survey targeting a broad range of category users, including both existing buyers and potential prospects. This survey, conducted in the local languages, helped us gather quantitative data on market position, category drivers, and consumer motivations and barriers. By segmenting the responses, we were able to assess differences between buyers and prospects and understand their distinct paths to purchase.
3. Market Analysis and SKU Optimization: A key focus of the research was to determine the optimal number of SKUs needed to maximize market reach in each country. By analyzing consumer feedback and market trends, SIVO was able to provide specific recommendations for SKU adjustments across various distribution channels. This ensured that the brand could efficiently meet consumer demand without oversaturating the market.
4. Messaging Refinement: SIVO also worked to refine the client’s positioning and messaging by identifying the most compelling features and benefits for different consumer segments. Through this process, we highlighted which functional and emotional benefits resonated most with buyers and prospects, allowing the client to tailor their marketing communication for maximum impact.

Impact

SIVO’s research delivered high-level, actionable insights that informed the client’s marketing strategies and product development efforts in France and Australia. The findings were instrumental in helping the brand identify unique selling propositions and understand the distinct needs of each market. Key areas of impact include:

• Clear Path to Purchase: Our research mapped out a detailed path to purchase, highlighting the key triggers and decision criteria that influence consumer behavior at various stages of the buying process.
• Optimized Product Offerings: We provided insights that helped the client refine their product line, including SKU adjustments, package design recommendations, and improved point-of-sale strategies.
• Enhanced Consumer Experience: By identifying consumer barriers and preferences, SIVO recommended adjustments to in-store, online, and user experience elements, enabling the client to better meet customer expectations and increase engagement.

Key Findings

Valuable path to purchase findings empowered the client to make data-driven decisions that enhanced their market position and streamlined their product offerings. The insights on consumer priorities, preferred product attributes, and key benefits were used to optimize marketing and sales strategies across different channels.

Conclusion

SIVO’s expertise in combining qualitative and quantitative research methodologies provided the client with a comprehensive understanding of consumer behavior along the path to purchase, in two crucial international markets. By leveraging our data-driven insights, the client was able to refine their product strategies, enhance the shopping experience, and identify new growth opportunities.Ready to uncover actionable insights for your brand? Contact SIVO today to learn how our tailored research solutions can help you identify growth opportunities and drive your business forward.