Induction cooktops were a new introduction in a market dominated by cooking gas and gas stoves. The Chinese consumer durables giant Midea, was looking to find some quick insights that would help redesign the product for their immediate summer relaunch, around features that were rooted in true user value and relevance.
The team used the “Relaunch” method that to assess user behaviour and identify potential unmet needs to drive the relaunch. The result was a set of programs that the cooktop could be designed around, reflecting user speak and actual use cases. The research effort advised Midea on how to communicate the features and redesign its range to address unmet Indian cooking needs, and establish itself as a player that understands Indian consumers.
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