The World of Do-It-Yourself

Many of us have been confronted with Do-It-Yourself (DIY) activities in our homes. For this very technical, broad, but highly interesting topic, tesa applied the Netnography Insights approach by HYVE to gain deep insights into the DIY activities of consumers. An astonishing number of communities and blogs dealing with DIY activities were found in the targeted countries, including Germany, United Kingdom, Poland and Spain. The qualitative analysis of consumer statements in the selected communities delivered rich insights, which inspired tesa co-workers in an ideation workshop to new thoughts for new product development.

Many of us have been confronted with Do-It-Yourself (DIY) activities in our homes. For this very technical, broad, but highly interesting topic, tesa applied the NetnographyInsights approach by HYVE to gain deep insights into the DIY activities of consumers. An astonishing number of communities and blogs dealing with DIY activities were found in the targeted countries, including Germany, United Kingdom, Poland and Spain. The qualitative analysis of consumer statements in the selected communities delivered rich insights, which inspired tesa co-workers in an ideation workshop to new thoughts for new product development.

client:

tesa

product:

NetnographyInsights DIY

 

 

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Dr. Anne Grünhagen, Molkerei Alois Müller

„Müller stands for milk. We, from the innovation team wanted to find out more about milk:
What does the consumer relate to milk-drinking? How, when and why is milk consumed? And last but not least: How does the modern way of milk-drinking look like? We obtained exciting answers to even more questions.
Netnography as an innovative market-research tool delivered much more than just insights: In an idea-workshop, together with identified lead-users, we collected and constructed amazing product ideas.”