Case Study
Type of study: Recruitment & HUT
Location :Leeds
The Challenge
Our client’s brief was to explore early-stage ideas and prototype concepts for a new aromatic plug-in air diffuser.
The research needed to reach a clearly defined group: 100% female, aged 25-65 (with an even split across age brackets), all of whom were air-care and candle users in the past six months. Around 10 participants were current users of essential mist, and all had to be open to the particular brand and the new format being tested.
Participants also needed to be articulate, creative, and confident household decision-makers – able to offer constructive feedback on products at a very early stage of development.
The Solution
We delivered a two-phase focus group programme, for our client, to capture both initial reactions and how opinions might evolve over time.
The first wave included three groups, exploring instinctive responses to the prototype and its place alongside existing formats like candles and plug-ins. Sessions were designed to spark open, creative discussion about fragrance in the home.
A second wave of three follow-up groups followed shortly after, including one with returning participants. This allowed us to revisit earlier views, test refinements, and understand whether the concept had grown in appeal.
Creating a warm and engaging environment throughout helped uncover detailed, honest feedback at a critical stage of development.
The Result
All groups were successfully recruited and delivered, including the recontacted participants for the follow-up session.
The conversations were lively, the participants highly engaged, and the client, who observed live on site, gave excellent feedback.
The research provided clear direction on whether to progress the concept, offering valuable consumer input at a critical decision-making stage for product development.
