Consumer goods · DACH
600
voice interviews across four markets
- What they ran
- A category-entry study with buyers of adjacent products in Germany, Austria, Switzerland, and Poland.
- Why
- Scan data showed the category growing, with no explanation of what was pulling buyers in.
- What came of it
- Three candidate positionings became one. The segment the numbers favored fell away once buyers explained what they would actually pay for, and the launch brief was rewritten around the winning entry point.



