Work/Description
Abstract/
Conduct in-depth research to discover and understand the behaviors, needs and usage habits that differ between European and US riding lawn mower markets. Define the unmet needs, competitive features and opportunities for product development.
Challenge/
Gain deep information across two continents. Involve a significant number of subjects in all aspects of the research including face-to-face conservations.
Solution/
A comprehensive approach to research conducted in both Europe and the US involved in-home interviews,
camera studies and Web surveys. Twenty-three people from Germany, Sweden and France participated in
both the camera studies and in-home interview segments. In the US, 49 individuals from Washington,
Georgia, Maryland, Texas, Illinois, New York, Colorado provided key insights into what user's want
and need in a riding lawn mower. Extensive industry research gave context to the information and
analyzed key factors in the competitive landscape.
Client Immersion sessions brought the company leaders and Design Concepts research team together to
learn more about the data. Based on the information, key design and the market, discoveries were
made by the combined analysis of the client and DCI teams.
Results/
The clients gained valuable information about their customers - information that influenced their
product development. Based on the research, Design Concepts developed a recommended path of
innovation for new and existing products. The recommendations addressed business concerns,
functional issues, communication needs and manufacturing constraints.
