We conducted 6 focus groups (in Wichita, KS and Detroit, MI) with end-users and gatekeepers from automotive and aerospace companies. During these focus groups, we not only covered unmet needs, but also explored competitor gloves and introduced a new glove concept from the client.
The client gained a deep understanding of the welding space in the aerospace and automobile manufacturing industries—with knowledge of glove usage/habits, unmet needs, purchase decision drivers, competitor glove benchmarking and feedback on their new glove concept. From this, the client was able to refine their new glove concept and marketing approach to more effectively define their value position and differentiation from the competition.
