Global glove manufacturer planning to enter the power utility industry needed an overall understanding of the industry, the competitive landscape, buying behavior and unmet user needs related to PPE
Glove manufacturing company needed to understand the overall industry, competitive dynamics, purchasing behavior, unmet user needs, and how to best differentiate from competitor products.
Exhaustive qualitative research including 6 ethnographic site visits in Europe and the US, 5 focus groups on the US, and 50 in-depth-interviews with gatekeepers and thought leaders throughout the US and Europe. Geo Strategy consultants visited power generation facilities and followed linemen on their electrical repair and service calls.
We developed detailed process maps showing glove usage, requirements, and unmet needs in the power generation (coal, natural gas, nuclear and hydroelectric) and power distribution industries for the US and Europe. From the competitive intelligence gained from our research and our strategic recommendations, the client was able to formulate a Go to market strategy that will meet the unmet needs in the market and provide a value position/differentiation from the competition. In particular, we identified a game-changing unmet product need.
