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Electrolux, a leader in home appliances, has worked with Wakefield Research to conduct strategic research across the globe. Most recently, the Electrolux Floorcare division engaged Wakefield to conduct a multi-country research study designed to increase market share in the vacuum industry. Using Wakefield’s one-of-a-kind MergedMethod hybrid methodology, we were able to gather real-time consumer insight.

MergedMethod participants interacted with and reacted to vacuum prototypes, packaging, brand positioning concepts, and advertising concepts in a secure, controlled setting. Electrolux’s target consumer provided deep qualitative feedback in-person, allowing the brand to gain immediate feedback. The in-depth qualitative data was then enhanced by quantitative findings that revealed the “whys” behind consumer attitudes.

Wakefield’s study results helped Electrolux to refine the product prototype, messaging and marketing, and more importantly strengthen consumer sentiment and purchasing intent.

Learn more at www.electroluxappliances.com.