Finding True Beauty in Scandinavia
New growth from regional differences
Fast-moving consumer goods | Product Development
Situation
Trying to sell the same product to different people is hardly an effective growth strategy. Recognizing this, a producer of personal care products asked ReD Associates to investigate whether regional differences in consumer behaviour could account for less than satisfying results in the Scandinavian market. The client needed a deep understanding of the social and cultural mechanisms driving consumer behaviour in order to identify new consumer-driven growth opportunities and new business concepts for Scandinavia.
Approach
In order to acquire such an understanding, ReD Associates conducted an ethnographic study in several cities throughout Scandinavia. The research was up-close and personal; observing the rituals and behaviour of 24 women and spending time with them in their relevant contexts. To bring greater depth to our analysis we interviewed experts in the field. These led to a number of strategic recommendations, the most important being that Scandinavian consumers are indeed different than in other markets, and need to be approached differently.
Outcome
The depth of the findings influenced the mindset of the organization, which in turn paved the way for a differentiated communication strategy for Scandinavia. The study also revealed a number of opportunities for increasing sales of existing products in Scandinavia as well as providing inspiration for new product concepts.
Trying to sell the same product to different people is hardly an effective growth strategy. Recognizing this, a producer of personal care products asked ReD Associates to investigate whether regional differences in consumer behaviour could account for less than satisfying results in the Scandinavian market. The client needed a deep understanding of the social and cultural mechanisms driving consumer behaviour in order to identify new consumer-driven growth opportunities and new business concepts for Scandinavia.
Approach
In order to acquire such an understanding, ReD Associates conducted an ethnographic study in several cities throughout Scandinavia. The research was up-close and personal; observing the rituals and behaviour of 24 women and spending time with them in their relevant contexts. To bring greater depth to our analysis we interviewed experts in the field. These led to a number of strategic recommendations, the most important being that Scandinavian consumers are indeed different than in other markets, and need to be approached differently.
Outcome
The depth of the findings influenced the mindset of the organization, which in turn paved the way for a differentiated communication strategy for Scandinavia. The study also revealed a number of opportunities for increasing sales of existing products in Scandinavia as well as providing inspiration for new product concepts.
