Helping a window treatment company explore white space dimensions and positioning statements to guide the development of a more refined brand promise.
Most households have windows… and most people appreciate a good window treatment (curtains, shutters, blinds, etc.). In fact, window treatments are an important part of a home’s investment: people want to make sure they’re making the right choice. But what are people looking for when purchasing their treatments? Our client – a window treatment company – wanted to explore the window treatment space (and where they fit) to shed some light on how to position their brand in the upcoming year.
Using a mixed-methods approach, we spoke with people across the US and Canada using virtual focus groups to explore whitespaces that could lead to potential positioning territories. We knew chatting live would be important – because as it turns out, people have a lot to say when it comes to their window treatments! This qualitative phase meant the brand could develop and refine their positioning statements for further testing. We then launched a 15-minute survey in both US and Canadian markets to identify the winning territory to pursue.
Our client received validation for their positioning statements and a lead territory to pursue in 2023, based on both market value and positioning resonance in each of the considered markets. And we left with a lot more knowledge about window treatments 😉
Igniting Empathy Through Personas + Experience Maps
Illuminate key segments and their shopping journeys for a predominant food and drug company to inform communications, design, innovation, and strategy.