Haier, China

Focus groups on the new Haier refrigerator models

Haier, the Chinese white goods company, developed a prototype high-end refrigerator, ideated for the European market.

Prior to starting production, they wanted to better understand what European sellers and potential buyers might think of their product. Two focus groups took place in Turin, Italy.

The first one, with five expert sellers, focussed on understanding what the participants would expect from a final design of a new refrigerator and on what they think would appeal to their clients. The discussion also addressed the functionality and the price they think would be acceptable to their clients, and the elements their clients would likely pay most attention to.

The second group, with seven potential buyers, addressed similar issues, but this time obviously concentrating on people’s direct preferences.