Air Purifier & Ioniser
Longitudinal studies allow us to explore changes in consumer sentiment and trends, and we often find that clients retest founder products either after seismic shifts to the market, or when product innovations are significant.
The portable air purifier and ioniser test that we conducted for the US market demonstrates this perfectly. During 2017, we saw modest demand for the category suppressed by high pricing and a lack of perceived market needs, but at the height of the pandemic, consumer sentiment changed drastically and sales demand forecasts more than doubled. Not surprisingly, however, pricing strategy needed fine-tuning: uncertainty over the future and being cash-strapped meant that demand could not be realised high one-off up front pricing.