A NEW LIGHT ON A MATURE MARKET  

Our client is a pioneer in the lighting control category. They know all things technical from 'Amps to Volts', but wanted to understand more about how consumers perceive and engage with lighting control in everyday life. By fully understanding consumers' needs, drivers, attitudes and behaviors, they were able to meet those needs and differentiate their flagship brand in the light of mounting pressure from competitors.   

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We worked alongside the product and marketing teams to design and execute a robust research and insights plan. We started with the current fact base (What we know), identified some key hypothesis (What we think we know) as well as gaps in our understanding (What we need to know). We then fielded a rigorous (qual and quant) research plan. The research outputs fueled an Insights and Concepts Co-creation Workshop, generating ideas for positioning territories and messaging platforms. Concepts were tested and validated. The winning concept was activated through the brand's communications campaign. Stretch goals were overachieved post launch.