AWAY successfully launched their industry-revolutionizing softside luggage. And now we can share: Outset helped them do it ??
1 week
78 in-depth interviews
?? +20% on their add-to-cart-rate
Softside represented a significant milestone for the company. So our incredible research partners at Away, Jennifer Lien and Ben Schweitzer, recognized the need for deep, qualitative research before such a critical launch.
But they ran into trouble with traditional methods -- surveys lacked the depth and nuance but in-depth interviews were too time-consuming and would only access a small number of consumers.
So they partnered with Outset.
They ran 78 interviews to both discover underlying behaviors and motivations as well as testing marketing and product ideas. Here's one insight, as an example:
??While both hardside and softside shoppers prioritize durability, Softside customers have distinct material concerns that need to be addressed through visuals, notably the material’s resistance to weather, stains, and tears, as well as comprehensive cleaning and maintenance instructions.?
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After incorporating these insights, they launched. As a result, the team saw a remarkable add-to-cart-rate of 25% -- that's a 20% lift from their other pages!
To share Jennifer Lien's reflections: "Accessing in-depth qualitative research at scale is a game changer when it comes to product launches. As we continue to refresh our product line and introduce new luggage, Outset will be an essential partner in ensuring we’re doing our due diligence with a much larger sample size to meet our customer’s needs and deliver the right product to market quickly.”
(read the full case study in the comment below!)
#userresearch #marketresearch #airesearch #consumerinsights #uxr
