Defining the product propositions within a Philips grooming kit product range for the French market to improve margins for Philips, consumer preference over competition and trade up of consumers in price.

This master thesis focusses on defining the product propositions within a Philips grooming kit product range for the French market to improve margins for Philips, consumer preference over competition and trade up of consumers in price.

Using video in personas

Involving user in the development process is becoming inevitable for companies to stay competitive and innovative. Technology is no longer the main factor to furfill the customers needs. Especially in product innovation the integration of the needs and desires of customers are fundamental (Veryzer R. W., 2003). User-centered design is an...

Customer research: Marketing strategy advice for Wacom's consumer brand

Wacom, the renowned pen tablet manufacturer pursued a better understanding of consumer customers. The project aimed to develop a framework to understand them. The nature of this quest was exploratory. Project outcome was not meant to be conclusive but illustrative. Wacom exposed a somewhat vague idea of consumer customers. Project's approach...