Prioritize Features and Benefits

A legacy brand of knives (e.g., pocket knives, technical knives, kitchen cutlery, etc.) and its advertising agency desired an in-depth understanding of consumers’ category behaviors, brand perceptions and preferences, and priorities. A foundational insights initiative was desired to generate strategic direction for the brand and its marketing in coming years.

APPROACH

W5 developed a dual-phased approach consisting of qualitative ethnographic shop-along interviews with knife consumers, followed by a comprehensive quantitative survey. The survey included brand landscape exploration but also a custom choice-based conjoint exercise and analysis to model knife consumers’ category priorities and preferences.

RESULTS

W5 provided a comprehensive set of consumer insights to aid the client and its advertising agency in understanding the modern knife marketplace. The qualitative research established understanding of who consumers are and how they research and shop the category, while the quantitative survey produced reliable statistics regarding consumers’ category needs, brand perceptions, and product priorities via conjoint analysis. The conjoint analysis was particularly helpful in testing and generating consumer data on various pocket knife and fixed blade knife options, including blade shapes and materials, handles, and brands.