Work:
Supertouch
New product development in the trade workwear sector
The challenge
Supertouch Workwear are a well‑established supplier of PPE and disposable gloves, with a growing ambition to expand their offer further in the premium workwear category. The premium workwear market is highly competitive and dominated by well established players such as Snickers, Dickies and Scruffs, and hence independent insight was sought to understand:
- How tradespeople define and judge “premium” workwear
- Perceptions of competitor brands and price hierarchies
- Whether prototype garments are competitive on design, functionality and value
- How the brand itself is received
Supertouch needed fast, credible, trade‑led feedback to shape product refinement and inform their launch plan.
The solution
Eureka! designed and delivered a qualitative customer immersion programme centred on in‑person focus groups with current purchasers of premium workwear. Conducted in a relaxed, informal environment, tradespeople including plumbers, electricians, builders, roofers, carpenters and floor installers that wear premium workwear were invited to the hands-on sessions to get to grips with products (Supertouch and competitors) and provide key insights into the market and the brands operating within it.
The insights provided Supertouch a clear direction for future products released in the premium workwear category including:
- Confidence in which products were genuinely competitive
- Specific, prioritised design improvements grounded in real trade use
- Robust guidance on pricing expectations and value positioning
- Insights on brand clarity and strengthening options
Feedback:
“Eureka! have a fantastic reputation in the sector and have recently helped us pull together a series of trade focus groups. They carefully targeted the professionals we wanted to engage with and gleaned insights that are helping us pave the way forward for our brand and products.”
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.