Electrolux and GfK have a working relationship that spans four decades and covers Europe, North and Latin America and APAC. In this project in the Nordics, the home appliance manufacturer wanted to both broaden its understanding of the consumer journey and hone in on the details at a product level. What are the brand values and product features that consumers most care about? Which channels and touchpoints influence the purchase journey? Do shoppers in each of the four regional markets behave differently? How much importance is placed on the customer experience?
The ultimate goal of the custom work was to use consumer-centric insight to feed into planning at both strategic and tactical levels. The project used qualitative and quantitative methodologies to put shopper behavior in context and in particular, evaluate the inspiration and discovery phases of the customer journey.