Consumer insight and reality TV combine
Posted by Jason Dunstone on March 6th, 2007 at 3:37pm
Electrolux has continued its focus on consumers by recruiting a family of six Italians to be filmed by three webcames for 16 hours every day. Members of the general public can visit and Electrux is provided with some rather innovative consumer insight. As Ulrich Gartner, vice president Communications Europe at Electrolux says “at Electrolux, all product innovation starts with consumer insight – meaning a deep, intuitive understanding of what consumers really need. For the last few years we have had hundreds of research teams visiting and observing consumers in their homes, to detect the hidden problems they were struggling with in daily household chores”.
Electrolux see consumer insight as delving well beyond traditional research to better understand the daily lives of consumers, how they act with their appliances and where problems occur. No longer is research about surveys and focus groups.
Electrolux launches the first kitchen reality show on the Web
Posted in Imagination
