The ask
Our client, one of the largest Home Appliances companies in the world, had been fighting for market leadership in Freestanding Ranges in a large country in Latin America. A tough competitive landscape was shrinking margins and compromising their market share position, and they were about to launch a product to change this scenario.
There was a lot of expectation and time pressure around this new launch, and the Product Management team needed to finalize next-generation platform requirements and pricing. Their main concern: they weren’t confident about whether they really knew which product features would really make a difference in purchasing consideration, satisfaction, and positive word of mouth.
Their main request was to utilize Birdie’s system of intelligence to quickly capture and analyze the competitive landscape, with breakdowns by different demographics and price tiers, to answer questions like:
- What were the key product functions and ascribed attributes for purchase decisions in the category?
- What did consumers like and dislike about the leading brands?
- Which purchase, usage, and service elements drove satisfaction?
- What were the opportunities and gaps in the market to be addressed by a new product launch?
The solution
Birdie’s dashboard was set up to analyze consumer comments from multiple sources, processing thousands of data points to quickly identify the main product attributes, contexts of use, expectations, and complaints from consumers in different cohorts and price tiers – all in less than 20 days.
“The platform uncovered several untapped contexts of use (how, when, and for what consumers used the products), categorized relevant product and usage attributes, and most importantly, weighted what each of these consumer groups really valued and looked for.”
The dynamic and easy-to-use interface of the platform highlighted trending attributes and purchase drivers, assets & liabilities of each brand, and the impact of each aspect on client satisfaction.
That allowed our client to get a faster and broader understanding of the category competitive landscape to estimate which actions and features would have higher results.
The results
As one key finding, our client’s Product team discovered that a feature that they had decided to invest in as a key differentiating factor for that product launch wasn’t as valued by consumers as mentioned in recent surveys.
In fact, with COVID-19, consumers’ habits had already changed and they were looking for a totally different value proposition than the one that they had in mind – practical, easy to clean products.
“This insight made them change their product and communications strategy, investing in a more affordable (and valued) feature that allowed them to save around 7 dollars per unit produced.”
Some other key results:
- Strategic decision of shifting the investment from a performance feature to a usability feature that was 76% cheaper;
- 50% faster insights turnaround time;
- US$3.7M in estimated cost savings/year;
- Clear value proposition statement per consumer group;
- Additional revenue and market share under analysis.
Feedback Analytics Platform for a better product strategy
Birdie helps product-centric companies better understand customers at scale to create product strategies to increase acquisition, conversion, and retention.
Related Posts
From Product Management to the C-Suite: Navigating Your Path to Leadership
The journey from a product management role to a leadership position in the C-suite is [...]
Building and Scaling Feedback Loops for Effective Product Development
In the dynamic world of product development, feedback is the lifeblood that fuels innovation and [...]
Successful Product Discovery: 4 Key Insights from a Sr. Product Manager at Miro
Successful Product Discovery [...]
Navigating the Product Multiverse: A Guide to Product Operations
Navigating the Product Multiverse: A Guide to Product Operations [...]
Customer’s Voice and Product Success: 3 Key Insights by Lisa Orr, Sr. Product Manager at Zapier
It’s no secret that understanding and satisfying your customers is the key to a thriving [...]
The State of Customer Feedback in Product: How Companies Use it to Build Successful Products
The importance of customer feedback in product teams cannot be overstated. Understanding the needs and [...]
Economic downturn: what changes should product management professionals expect?
Tech layoffs, GPTChat, and companies under pressure to be more effective and do more with [...]
Birdie’s new visual identity: we’re proud to present
This blogpost was written by Fabiano Meneghetti, Head of Design at Birdie. First, a recap [...]