Case study: Dyson

The Brief

Dyson wanted to assess an unbranded prototype hairdryer vs. the respondents’ own products.  We placed the new model in both consumers’ homes and in professional salons over a 6 month period, monitoring both product performance and consumers’ reactions and opinions throughout this time.

Our Approach

To place the product in both consumers homes and professional salons over a 6 month period, monitoring performance and consumers reactions and opinions throughout this time.

Data Collection Methods

Our data collection methods focused on recruiting B2C consumers as well as hair dryer service suppliers in the UK. We conducted in-home visits to the consumer respondents and the prototype products used were also fitted with data loggers to measure hairdryer usage.

Consumer Respondent Recruitment & Data Collection
B2B Respondent Recruiment & Data Collection (hair salons)
Repairs & Servicing Investigative Research

What We Delivered

CONSUMERS: We recruited 30 consumers to take part in the research for a total of 26 weeks.  Our recruiters placed the product and removed the consumers existing hairdryer. The prototype was fitted with a data loggers to measure usage. Consumers were visited on a fortnightly basis to ensure the machine was being used, that there were no faults, and to ask a simple set of questions. At the end of the trail, the prototype was sent back to the client for investigation and the respondent’s own product returned.

SALONS: 30 professional salons took part in the research over a 12 week period, again using a data logger at the plug to measure usage. Every 2 weeks salons were given a new machine by the STOREWORKS team, and the filters from the ‘swapped’ hairdryers were sent back to Dyson for an investigation into performance and any component failures. In 2016 Dyson launched its new Supersonic hairdryer.


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