RESEARCH UNCOVERS

KEY PURCHASE

TRIGGERS

Capability: Market Insight

Axiom Tools: Analytix Focus Groups

Business Objective

  • Define key purchase triggers and preferences for homeowners interested in affordable kitchen makeovers

Strategy

  • Recruit homeowners attending home and garden shows to eliminate recruiting costs
  • Showcase real kitchen counter surfaces and textures to improve consumer feedback
  • Deploy digital response meters to accelerate data collection

Results

  • Identified 3-4 new key purchase triggers
  • Triggers resulted in 3x jump in customer information requests

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