Research

Panel research of users of power tools

Client: TEKMAN

A Ukrainian producer of power tools has contacted us with a request to conduct a new wave of research of specifics of behaviour of their intended audience.

The task of our team consisted of discovering the process of choosing such products as grinders, drills, and others for different groups of consumers – professional builders, people involved in building and final consumers who use the tools in everyday life.

Differently from the previous wave of research, which was starting from a qualitative step — focus groups, this time we managed without this step, as the structure of this market and features of its consumers’ behaviour are known to us.

Instead of that, sampling and geography of the research were expanded: to the biggest cities (Dnipro, Kyiv, Lviv, Odesa, Kharkiv) were added Kryvyi Rih, Pavlohrad and Ternopil.

Criteria for choosing the respondents: mean, age 21-60, who regularly use power tools for professional and/or personal tasks.

Report on the target audience and power tools market: analysis and trends

Based on data, received from surveys of the target audience, an analytical report was prepared. It contained:

  1. Portrait of the target audience for b2c (personal use) and b2b (for work).
  2. Relevant needs on the market of power tools and plans of CA related to their Satisfaction.
  3. Specifics of consumers’ choice of the product on the market.
  4. Updated rating of brand recognition and evaluation of their products by representatives of CA.
  5. Tendencies of consumers' behaviour and dynamics of the audience.
  6. Channels for communication with target audience.

Summary results of the research

New wave of research gave an opportunity to actualize data according to basic marketing indicators, such as recognisability, demand, perception of brand, etc. Also dynamics of the market from “the point of view” of the consumer were clarified. Understanding of changes caused by COVID-19 and full-scale invasion, provides the customer with an opportunity  to adapt their business strategy.

For a full understanding of the situation in the market and reliable tracking of its changes, we recommend to conduct such research in the format of a monitoring every 1-2 years (frequency that works for goals of this project), which includes repeated surveys with the sample design kept, instrumentation and season of conduction.