Navigate Brand Acquisition

After a heritage outdoor equipment and apparel company acquired a specialized sub-brand, the company sought to explore opportunities for extending the brand equity of the sub-brand into the mass retail channel. Two specific products were in development and the client desired consumer feedback on the appeal and prioritization of benefits, features, and design elements for each.

APPROACH

W5 conducted a customized quantitative survey with a statistically robust sample of a target market for both the brand and specific products proposed. Though the brand successfully markets in the specialty channel, which is aspirational and often shopped among the broad target, consideration and shopping of mass retail was also important for this initiative. The research focused on product needs, benefit priorities, and reactions to how the specific products would be developed and marketed.

RESULTS

W5 provided positive consumer feedback on both proposed products and communicated the consumer priority of features with reliable statistics and visual reporting. Initial assessments of consumers’ basic price sensitivity were helpful for the client’s product development and channel strategy decisions. Additionally, direct consumer feedback on a variety of product options was appreciated and helpful in informing design and marketing plans, not only for the tested products, but for other projects in the pipeline.