End customer research for new business case of a mechanical engineering company
HAUNI is the world's leading machine builder for the tobacco industry. This market has been undergoing a profound change in recent years. The increased demand for so-called pollutant-reduced products such as e-cigarettes or tobacco heaters is rising sharply internationally. HAUNI is active in these new markets with highly innovative components as well as machines.
Due to the dynamic market development, it is crucial for HAUNI to know the needs of the end consumers in order to be able to align their B2B investments in the construction of new machines accordingly.
We provided HAUNI with extensive support in this process and explored the leading international markets for the new product categories - from Switzerland to the USA and East Asia. The focus was on concrete derivations for product development and the assessment of the overall market potential, for which we developed specific analyses and decision templates that both determined important investment decisions and significantly influenced product development.
- International Customer Insight Research
- Customer journey analyses
- Market potential analyses
- Decision template for investment management
Dr Annette Bruce, Managing Director