Refining Product Design and Positioning for a New Kitchen Knife Launch
A leading international kitchenware brand was preparing to launch a new design of their knife. The client wanted to understand how consumers evaluated the proposed designs, which features most influenced purchase decisions, and how to position the product to maximize appeal across target consumer segments.
Our Work
- Conducted 4 x 1-hour focus groups with female home cooks to understand knife purchase journeys, usage occasions, and category expectations
- Evaluated multiple knife design concepts to gather feedback on aesthetics, ergonomics, and perceived quality
- Facilitated hands-on product testing sessions, allowing participants to prepare ingredients and assess comfort, handling, and ease of use in real-world scenarios
The Outcome
- Identified the most commercially compelling design direction and effective communication strategies for different age groups
- Revealed the key functional and emotional factors influencing knife purchase decisions
“Thank you so much for your smooth execution of the project! I hope to work with you again.”
– Client Voice