Morphy Richards is one of the UKs leading manufacturers of consumer durable products producing products ranging from kettles and toasters to hair dryers and irons. Producing over 5 million products every year, Morphy Richards is such a popular brand that it can be found in over 90% of British kitchens.
With consumer needs and wants at the heart of Morphy Richards' product development process, sophisticated and actionable marketing insight is essential.
The project, which used cutting edge research methods and sophisticated predictive modelling techniques, provided Morphy Richards with a comprehensive understanding of consumer behaviour, attitudes, needs and wants with respect to the irons industry.
As well as providing a robust and intuitive segmentation of consumers, the project delivered a market simulation tool that is helping Morphy Richards to fine tune its product offering on an ongoing basis.
Sam Gardner, Director of Market Analytics at Nunwood explains: “Respondents were requested to complete an online questionnaire that used ‘Adaptive Conjoint Analysis’ allowing us to quantify how important each variable is in their decision making process.
“From these details a market simulation tool was developed that can predict the behaviour of consumers and identify which iron they would buy if they were presented with a number of different irons to choose from. This simulation tool can then be used to run “what-if” scenario testing. What-if we raise our prices? What-if we change the sole plate material? How will these changes impact on product desirability and likely market performance?”
