Heated Decisions: Understanding Water Heater Needs and Innovation Cues
Research Objectives
To identify partially and fully unmet latent needs in the category of water heaters.
Understanding the space of bathing
Understanding the role of water heaters in consumer lives
Mapping the purchase journey
Needs fulfilled
Understanding their bathrooms and gaps or spaces that can be leveraged for water heaters
Innovation and product cues for water heaters to meet consumer needs
Target Group
Male
25-35 years
SEC: A/B
Married with/without kids
Working & Business
Approach and Methodology
Focus Group Discussion
With 8 Respondents
Up to 2 hours
At a central location
SAMPLE SIZE: FGD - 9
MARKET: Mumbai, Delhi & Bangalore
Usership
Mix of intender and recent purchaser of water heater.
Mix brand of intender and recent purchaser: AO smith, Crompton, Havells, V-Guard etc.
Mix of online and offline intender and recent purchasers.
Must be intending to purchase a water heater in the next 3 months.
Must have purchased a water heater in the last 3 months.
