Case Study #2: Product Concept Evaluation - Home Health
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Due Diligence – Testing Consumer Acceptance of Potential Acquisition Product
Product Category: Consumer product – motorized wheelchair conversion kits
Research Topic: Client was considering the acquisition of a small manufacturer of conversion kits to turn
a standard wheelchair into a motorized wheelchair.
Research Need: Test consumer acceptance and interest in the conversion kits.
Research Process: Conducted focus groups among wheel chair users in two cities. Participants included a
mix of users of standard wheelchairs and of motorized wheelchairs, plus a few
distributors of standard wheelchairs.
Results: The users showed strong resistance to the conversion kits. While the kits would
sufficiently motorize the wheelchairs and the conversion was relatively simple, the users
all felt the standard wheelchair would not stand up to the abuse that a motorized
wheelchair must endure. The distributors of the wheelchairs felt the standard wheelchairs
are too light weight and not sufficiently rugged. Some interest was shown in the
conversion kits for indoor use, where the user stayed on one floor or only used elevators.
The client decided to abort the acquisition, saving hundreds of thousands of dollars that
would have been spent in marketing the conversion kits plus the added cost of possibly
significant warranty claims.
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Due Diligence – Testing Consumer Acceptance of Potential Acquisition Product
Product Category: Consumer product – motorized wheelchair conversion kits
Research Topic: Client was considering the acquisition of a small manufacturer of conversion kits to turn
a standard wheelchair into a motorized wheelchair.
Research Need: Test consumer acceptance and interest in the conversion kits.
Research Process: Conducted focus groups among wheel chair users in two cities. Participants included a
mix of users of standard wheelchairs and of motorized wheelchairs, plus a few
distributors of standard wheelchairs.
Results: The users showed strong resistance to the conversion kits. While the kits would
sufficiently motorize the wheelchairs and the conversion was relatively simple, the users
all felt the standard wheelchair would not stand up to the abuse that a motorized
wheelchair must endure. The distributors of the wheelchairs felt the standard wheelchairs
are too light weight and not sufficiently rugged. Some interest was shown in the
conversion kits for indoor use, where the user stayed on one floor or only used elevators.
The client decided to abort the acquisition, saving hundreds of thousands of dollars that
would have been spent in marketing the conversion kits plus the added cost of possibly
significant warranty claims.
Links to Related Case Studies
Consumer - Product Development
Consumer - Product Development
Consumer Focus Groups