Braun
Background
Braun is a premium brand for electrical appliances, and a name that is recognised and respected around the world, especially in the area of personal grooming. Eager to tailor its new products to personal preferences it commissioned KISKA to find out how, and why, shaving preferences differed in age, culture and personality. For example, why do 70 percent of men in Italy prefer to trim their body hair compared with 20 percent in England?
Approach
KISKA recommended qualitative interviews with various target groups to observe their daily habits and the features in existing products that truly appealed to them. In this way the research team could identify different personalities, list their likes and desires, and explain what each type would want from its grooming products.
Result
The research programme included individual interviews to assess attitudes and tastes, and group tests of a wide selection of electric shavers with different features and functions. The results were collated and analysed to identify technologies, features and design aspects that appealed to the target groups, and then used to sketch out some preliminary design approaches that brought all the positive aspects together in some exciting concepts.
Benefit
The results from the research can be seen in the newly launched range of “Cruzr” products by Brown.
If you would like more information please contact Steve Masterson!
St. Leonharder-Straße 4
5081 Anif - Salzburg
T +43(0)6246 73488 - 0
F +43(0)6246 73488 - 1044
office@kiska.com
Google Maps
