Bolsius
Brand growth intelligence home ambience: how Bolsius responds to consumer behaviour.
Case Information
Bolsius is a leading Dutch brand in the home ambience category, known for quality candles and fragrance products. To continue growing, Bolsius wanted to place consumer behaviour and needs at the heart of its brand strategy. With brand growth intelligence home ambience, Blauw mapped out what drives consumers, what barriers they face, and where opportunities for growth lie.
Summary
Bolsius sought a deep understanding of why consumers do and do not use home ambience products. Blauw combined qualitative community research in the Netherlands with focus groups in neighbouring countries, subsequently validating the insights with quantitative research. These insights helped Bolsius refine its brand strategy and provided concrete inspiration for product development and communication.
The Question
How do you stimulate growth in the home ambience category?
Bolsius aimed to place consumer behaviour and needs at the forefront to achieve further growth within the home ambience category.
To this end, the brand sought to understand why consumers choose home ambience products and why they sometimes opt not to use them.
These insights were intended to help Bolsius develop relevant products, communicate effectively, and simplify purchasing.
The Challenge
Understanding why consumers sometimes say 'no'.
Bolsius wanted to know precisely why consumers do and do not use the products.
Therefore, it was important to understand the barriers that deter consumers. Additionally, Bolsius aimed to gain insight into the needs underlying the use of home ambience products.
By also considering the home context and underlying emotions, it became clear where growth opportunities lay.
The Approach
Brand growth intelligence with community research.
Blauw commenced qualitative research via the Blauw Community in the Netherlands.
Subsequently, we deepened these insights with focus groups in neighbouring countries. We then validated the findings with quantitative research.
This provided Bolsius with profound insights into consumer behaviour and needs, enabling the brand to prioritise choices and substantiate them numerically.
<span data-metadata=""><span data-buffer="">the result
A sharper brand strategy based on consumer behaviour.
The research revealed why consumers choose home ambience products and where growth opportunities lie.
The insights resulted in a sharper brand strategy and concrete inspiration for product development and communication.
Bolsius also translated these insights into a commercial that focuses on how candles make everyday moments special.
Outcome of the Result
From consumer insight to brand, product, and communication.
A sharper brand strategy.
The insights help Bolsius to better align its brand strategy with what drives consumers.
Product development driven by need.
Bolsius uses the insights to develop new products that meet relevant consumer needs.
Communication that resonates with consumers.
The insights guide communication, such as the commercial focusing on special everyday moments.
In practice.
What did Bolsius aim to understand with the research?
Bolsius wanted to know why consumers do and do not use home ambience products, what barriers they face, and where growth opportunities lie.
How did Blauw research consumer behaviour for Bolsius?
Blauw commenced with qualitative research via the Blauw Community in the Netherlands, supplemented by focus groups in neighbouring countries. Subsequently, the insights were validated with quantitative research.
What did the research yield for Bolsius?
The research resulted in a sharper brand strategy and concrete inspiration for product development and communication.
How did Bolsius translate the insights into communication?
Bolsius developed a commercial that emphasises how candles make everyday moments special, directly based on the insights gained.
Want to know more?
Do you want to understand what drives consumers and where that offers room for growth? Contact us. We will then explore how consumer insight can guide your brand strategy.
