THE BRIEF
- ·The client has developed: 1) new air conditioner (A/C) design ideas and 2) new air purifier (A/P) design ideas, and they want to check consumer’s acceptance.
- ·Based on the survey results, they want to determine the design direction to launch.
OUR APPROACH
To address the client’s objectives, CLT was conducted with pre-recruitment.
The main objective of CLT is to control the preparation procedure.
The product tested in blinded situation
To acquired the acceptance of the pure product only without influence of the brand
Sequential Monadic method was implemented
Each respondent evaluated 3 AC (design A, B, and C) and 3 AP designs (design D, E, and F).
THE OUTPUT
The findings provided a wealth of actionable insights for the client:
Key Performance Indicator:
- Air Conditioner: Design B significantly has better evaluation in all key performance indicator (overall liking, preference and purchase intention). Design B is perceived simple & minimalist, unique, luxurious, and fits with modern lifestyle. However, to enhance the performance there are some points that can be considered.:
- To have more additional colors
- To match with interior
- Air Purifier: Design D significantly has better evaluation in all key performance indicator (overall liking, preference and purchase intention). Design D is perceived unique, cool & stylish, premium, simple & minimalist. However, to increase the performance, additional colors can be considered and keep maintaining the uniqueness and minimalist/simplicity.
Conclusion:
Our research enabled the client to gain a clear direction on which prototype to launch. It provided insights into the strengths and weaknesses that need to be considered.