Developing a deep insight into traders and DIY customers to develop a segmentation to inform New Product Development
Evolution is recognised worldwide as a market leader in the steel and fabrication industry. They manufacture a number of tools including multipurpose saws for cutting wood, aluminium, and steel.
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The Challenge
Evolution Power Tools (Evolution) are recognised worldwide as a market leader in the steel and fabrication industry and manufacture a number of items, including multipurpose saws for cutting wood, aluminium, and steel. In a period of rapid, sustained growth, research was required to help develop a new customer segmentation for the business that would help gain a deeper insight into trade and DIY customers to shape the next phase of new product development.
Research Approach
Vision One adopted a mixed-method approach for this project, combining both quantitative online surveys and qualitative focus groups to help understand various trade and consumer segments. The results were then analysed using multivariate techniques to develop the new segments and each group was investigated with qualitative research.
Research Findings
The research was well received and successfully enabled us to create new customer personas for both trade and DIY consumers, as well as revealing a number of new areas for new product development that hadn’t previously been considered. The research is now being extensively used to develop its product development and communication strategies.
