Work:
Mira Showers
A deep dive into installer behaviour on behalf of the UK’s leading shower manufacturer
The challenge
As the installer landscape evolves, what are today’s professionals’ priorities and how does this impact on brands like Mira? Are the wants and needs of the younger generation different to the older generation? How does it differ by location, business size and brand preferences? Where are professionals shopping for their trade products, what brands do they prefer, what influence are end customers having on their decisions?
Eureka! was tasked with undertaking a heavyweight study to delve into the mindset of trade professionals to deliver a ‘state of the sector’ report that would prove critical for strategic planning.
The solution
An online survey was the chosen vehicle, but we needed a way to collect a lot of data in a manageable and engaging way for tradespeople. We utilised our unique online gamified offer to collect data, with the survey itself split into six manageable separate sections, each incentivised with its own relevant prize. The more sections completed, the more prizes the survey audience could potentially win. At the end of each section respondents were returned to a ‘home screen’ where they could complete another section if they were inclined, finish the interview, or return at any time to pick up where they left off.
This modular gamified approach is a sensible and creative way to seek insights where the client has an overwhelming set of needs. Whilst we typically always limit our trade surveys to c.20 questions (6-7 minutes), a carefully crafted modular approach can still seem light touch to the respondent, whilst extracting maximum insights.
Working alongside several sector partners who helped raise the profile of the study, we engaged with a quite incredible number of professionals and delivered a depth of detail that exceeded everybody’s expectations.
With a bountiful supply of sector insight, we delivered a comprehensive report that delved into the data and provided Mira with insights that were shared across the business and with key sector partners. Subsequent qualitative studies have used this insight as a foundation and further delved into the detail to provide even greater value to this client.
Feedback:
“After seeing some of their own research into the Trade we spoke to Eureka! about a wide-ranging research project. We found them knowledgeable, engaging, easy to work with and they interpreted our brief very insightfully. The methodology was a nice mix of the traditional coupled with an innovative twist which delivered results beyond our expectations that Eureka! interspersed with their own knowledge reinforcing the credibility of the research and adding depth to data. It was great working with them and we look forward to the next project.”
Let’s bounce a few ideas around
If you’d like to talk through a challenge or explore what might work for your business, we’d love a chat. Get in touch, or feel free to have a further look around the site to see how our research helps solve real‑world business conundrums.