The challenge
Pioneer SunLED developed a technology that brings the benefit of natural sunlight indoors via a device that clips onto a computer screen. For launch, the team needed to understand which positioning resonates best with consumers in Germany:
- How does the SunLED technology most improve their lives?
- What do consumers think of the device itself? Why?
- What questions do they have and how to convince that it truly works?
The outcome
With the research outcomes, SunLED defined the brand’s positioning and right-to-win, and in turn secured buy-in from key stakeholders to finance launch in Q4 2025.
How did they do it? following the 5hellos 3-step approach for concept development and validation:
- 4 sessions to explore the benefits, reasons to believe & insights behind this exciting technology
- 1 concept workshop to facilitate team to turn insights into customer-relevant, testable concepts
- 450 response survey to validate potential of the three most promising concepts
The nitty gritty
- 4 sessions with German participants
- Concept test (n=450)
- 5 questions on the technology and product
- Focus on 3 benefit areas (health, mood, energy)
Talk to our experts on this story
Alexander Zwaan
Research Manager
Vita Bertrand
Research Manager
The challenge
Pioneer SunLED developed a technology that brings the benefit of natural sunlight indoors via a device that clips onto a computer screen. For launch, the team needed to understand which positioning resonates best with consumers in Germany:
- How does the SunLED technology most improve their lives?
- What do consumers think of the device itself? Why?
- What questions do they have and how to convince that it truly works?
The outcome
With the research outcomes, SunLED defined the brand’s positioning and right-to-win, and in turn secured buy-in from key stakeholders to finance launch in Q4 2025.
How did they do it? following the 5hellos 3-step approach for concept development and validation:
- 4 sessions to explore the benefits, reasons to believe & insights behind this exciting technology
- 1 concept workshop to facilitate team to turn insights into customer-relevant, testable concepts
- 450 response survey to validate potential of the three most promising concepts
The nitty gritty
- 4 sessions with German participants
- Concept test (n=450)
- 5 questions on the technology and product
- Focus on 3 benefit areas (health, mood, energy)
