Insights in our findings

Biggest buying barriers towards Vorwerk Kobold VR 200, qualified with the target group

• Concerns about leaving the vacuum cleaner unattended while cleaning
• Concerns about limited use on certain surfaces
• Concerns that the vacuum cleaner will get stuck under furniture or get tangled in cables or rug fringes which prevents it from continuing to vacuum the floor
• Apprehension that the whole room has to be tidied up before cleaning

Most convincing Power Insights to overcome the barriers, qualified with the target group

• Fully automatic and autonomous: The Kobold VR 200 will vacuum your room whenever you want. Completely automatic, most suitable when you are not at home
• Working in areas that are difficult to access: The Kobold VR 200 reliably vacuums any floor. It is able to reach every corner with less effort, is not hindered by obstacles and reaches areas even under flat furniture
• Laser room navigation: The Kobold VR 200 vacuums every room – line by line. Its unique laser room navigation prevents the vacuum cleaner from colliding with other objects
• Obstacle detection: Numerous sensors enable the detection of furniture and obstacles so the vacuum cleaner can automatically slow down or carefully navigate around the obstacle

Based on the strongest Power Insights we developed a preference-generating positioning concept. This concept was the foundation for the launch of the Kobold VR 200, including communication material such as product flyers, booklets and videos, the website, social media activities as well as argumentation guidelines for sales representatives.