QIVA saves wet wipes company £150K investment by testing the market first.
Our Customer-led Proposition Development offering gave this client the chance to test and validate its product strengths before entering the market. We identified features that the manufacturer needed to adjust, emphasise and even drop, in order to succeed in this competitive market space.
During trials, QIVA identified that consumers in China seek very different attributes and benefits from wet wipes. For instance, where European parents are increasingly environmentally conscious, Chinese parents are far more concerned about hygiene and safety.
This manifests in concern around pH values, water content, and a broad selection of product sizes. Parents in China will use different types of wipes for different areas of the body. For example, wipes containing xylitol for the mouth, almond oil for the skin and a pH neutral wipe for cleaning the nappy area.
Without this trial, the firm would have been competing with uncompetitive features and at a higher price point. Instead, QIVA helped them to create confidence in the brand by adjusting their marketing and positioning to target pressing consumer demands. This was followed by a full launch through our distribution partners.
Getting your local customer into perspective
We worked with a global bank to build a customer-led strategy for internationally mobile citizens from high growth countries. The QIVA team led interviews with young Chinese diaspora to build a detailed picture of who they are, their day-to-day challenges (from banking to travel) and their aspirations.
We understand the bank’s customers as real people with genuine motivations and concerns. As a result, we can give the bank local insights and help the team to develop a proposition which resonates with the consumer and differs from the competition.
Some of the insights include:
- Technology: the difference in technological and functional requirements amongst the Chinese diaspora. For example, in a culture where eating out as a group is commonplace, the desire to split costs efficiently is vastly under-served.
- Aspiration: Chinese consumers want their banking card to be beautiful, an accessory. In a culture where designer gear rules supreme, the same mentality extends to their banking products.
- Security: we found concerns around security were particularly heightened amongst Chinese consumers. While the causes for this are theoretical, this has significant implications for the bank in terms of how they manage an already sceptical audience.
These customer-led insights enabled the bank to adapt its product offering to meet the demands of international citizens across technology, function, security and customer service.