Auping: Cool nights, with love

Auping's mission is to equip the world. To help people sleep well. Because well-rested people are fit and happy. In doing so, Auping makes its own modest contribution to a better world, and it does so with love.

‍

Challenge

What benefits are most important to communicate?

Auping has developed a number of innovations that can help people during the hot summer nights. And while we can't yet go into detail about exactly what these ideas will be, you can imagine that while developing such innovations, many decisions have to be made. There are just so many options to choose from. Auping naturally wants to make the right choices at the right time, to make the development process as efficient as possible. This raises the question of not only which features are most appreciated, but also which benefits are most important to communicate. And what exactly is the underlying problem (insight) for which you offer a solution.

Vision

What is the willingness to pay?

In addition, it is wise to include willingness to pay early in the development process. With many innovations, pricing is only a topic of discussion just before introduction. However, our view is that you can't start early enough, because there is no point in developing products that people don't see the added value of and therefore don't want to pay for.

‍

Solution

Testing ideas gives concrete leads for further development

To help Auping, Blauw conducted a research of people who suffer from sleep problems due to excessive temperatures. The different ideas were submitted online. Several research tools were applied here, such as the Insight Selector, MaxDiff and Gabor Granger (to map willingness to pay). This provided many concrete starting points for further development.

Result

Next phase of testing with an in-home use test

The product concepts have been positively received and will soon be further tested in an in-home use test, i.e. at the test panel's home. Hopefully the testers will already experience fewer disadvantages from the nice weather.