For durable goods, such as household appliances or audio equipment, we offer research projects concerning decision-making process, customer needs and attitudes, appliance tests, design tests, target group studies for new product development, etc. We use special research methods for the durable goods market, accounting for specific requirements of this segment.
We take into consideration both the extended decision-making process and long time lapse before subsequent purchases. Moreover, the considerable size and price of products may be of importance for purely operational reasons – especially in testing product design and functionality. The average consumer purchases two, maybe three washing machines in a lifetime, and an iron every few years. It is hard to build brand loyalty using the same methods as in the FMCG market.
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