MMR Brand and Survey Objectives
A national industrial knife brand engaged MMR Strategy Group to conduct research and make recommendations about its potential entry into the consumer kitchen knife and hunting/fishing knife market. MMR created a study strategy using four types of research to give a full view of the market, where there was potential for growth, and how to leverage existing consumer preferences in the client’s marketing campaigns.
Survey Modes and Methodologies
MMR conducted four types of research to measure competitiveness, purchasing behavior, product positioning, product pricing, and preferred features of knives. First, we conducted qualitative research with online focus groups, to understand what customers liked about kitchen knives, how they spoke about them, and their general preferences. Then MMR studied retail and online behavior and purchasing preferences, scraping thousands of online reviews from websites, conducting store checks, and measuring current customer satisfaction. We also conducted two online surveys, one among kitchen knife users and the other among hunting and fishing knife users. The surveys measured market size, behavior, and product preferences, as well as preferences for 15 possible new features for kitchen knives. Respondents were recruited according to their household incomes and likelihood to purchase a knife in the coming year.
MMR Strategy Group Findings and Implications
MMR Strategy Group recommended a market entry strategy and shared findings about brand positioning, products, packaging, distribution strategy, pricing, and promotions. We held discussions and workshops with the client’s team to make further recommendations for their brand positioning, product lines, distribution and sales, packaging, and commercial market. From the beginning of the engagement to the final recommendations, we delivered insights and offered unbiased, reliable advice, rooted in research.