Biggest buying barriers qualified with users/ non-users in Germany and UK:
Convincing power insights to overcome the barriers:
Based on the strongest Power Insights we developed and qualified a preference-generating communication concept. This concept was the foundation for the launch-campaign and was used in the online and offline communication material, as well as the presentation at the POS. Thanks to the new concept, in Germany, the market share above 80 euro went from 15.8% in 2016 to 35.3% in 2017.