Develop profile of purchasers of decorative candles, perception of candle brands, and use of candles in creating atmosphere in a home to create sales and marketing campaign materials. Derive deeper insights into product category needs to guide new product development.
Qualitative/Quantitative-Focus Groups followed by Online Survey
Conducted focus groups and ideation sessions to develop visual images of candle use in home and feelings created by use of candles using multi-media materials. This was followed by a national online study to further explore brand image and identify category product unmet needs.