Smartwares, manufacturer of airfryers under the Princess and Tristar brand names, wanted to understand how consumers go about deciding which air fryer to buy in order to feed into specifications for new air fryer designs.

The team wanted to know which specific features, functionalities and visual cues matter most to shoppers, and why. Key questions were.

• How do consumers select and choose an air fryer?
• What are preferences regarding specific features, and how do these play a role in the purchase decision?
• How does the journey differ between first and second time buyers?
• How do these criteria and needs differ in Italy vs. The Netherlands?

The team used the detailed outcomes to enhance and prioritise the specifications for new products in both countries.

Respecting the differences in the markets and in user types, Smartwares was able to focus new product lines on what matters to customers to drive sales and increase competitive edge.

The research delivered insights that showed the importance of 3 aspects:

• Tailored marketing per country: consumer needs and purchase drivers vary between the Netherlands and Italy.
• Feature clarity drives sales: clearly communicating the value of features like displays and viewing windows boosts appeal and triggers interest
• Added value extras: some accessories are a welcome bonus for consumers, but they need to be practical and linked to the cooking journey.