KEF

KEF, the British premium hi-fi brand has a key strategic aim to grow the popularity of their existing range and successfully launch new products.  In order to achieve this, they approached See in order to gain new insights around both their existing and target customers.  A key part of this was to bring these customers to life in terms of their habits and attitudes towards music, alongside identifying their path to purchase and their perceptions of the KEF brand and response to new product ideas.

Research was carried out on two of KEF’s key European markets – UK and Germany.  See conducted multiple ethnographic interviews in each country, visiting customer’s homes and speaking to consumers about their relationship with music and their current speakers together with their attitudes towards key brands, NPD ideas and retailers in the category.

Creating a highly visual presentation, we fully immersed the KEF team into the of lives of music lovers, together with their path to purchase, uncovering different kinds of target customers through detailed personas.  Our research allowed us to inspire KEF towards a communications, product and retail strategy to drive forward successful growth.