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 its quality candles and fragrance products. To continue growing, Bolsius wanted to put consumer behaviour and needs at the heart of its brand strategy. Through brand growth intelligence home ambience, Blauw identified what drives consumers, which barriers hold them back and where opportunities for growth lie.
Summary
Bolsius wanted a deeper understanding of why consumers do and do not use home ambience products. Blauw combined qualitative community research in the Netherlands with focus groups in surrounding countries, followed by quantitative research to validate the insights. The findings helped Bolsius sharpen its brand strategy and provided tangible inspiration for product development and communication.
The Question
How can you stimulate growth in the home ambience category?
Bolsius wanted to put consumer behaviour and needs at the heart of its approach to further growth in the home ambience category.
The brand therefore wanted to understand why consumers choose home ambience products and why they sometimes decide against using them.
These insights would help Bolsius develop relevant products, communicate effectively and simplify purchasing.
The Challenge
Understanding why consumers sometimes say 'no'.
Bolsius wanted to understand precisely why consumers use its products and why they sometimes do not.
It was therefore important to identify the barriers holding consumers back. Bolsius also wanted insight into the needs behind the use of home ambience products.
By looking at the context of the home and underlying emotions, the research could reveal where opportunities for growth lie.
The approach
Brand growth intelligence through community research.
Blauw began with qualitative research through the Blauw Community in the Netherlands.
We then explored the insights further through focus groups in surrounding countries. Finally, we validated the findings with quantitative research.
This gave Bolsius a deeper understanding of consumer behaviour and needs, allowing the brand to prioritise choices and support them with data.
the result
A sharper brand strategy built on consumer behaviour.
The research revealed why consumers choose home ambience products and where opportunities for growth lie.
The insights resulted in a more defined brand strategy and tangible inspiration for product development and communication.
Bolsius also translated the findings into a commercial highlighting how candles can make everyday moments special.
Impact of the result
From consumer insight to brand, product and communication.
A sharper brand strategy.
The insights help Bolsius align its brand strategy more closely with what drives consumers.
Product development around consumer needs.
Bolsius uses the insights to develop new products that respond to relevant consumer needs.
Communication that resonates.
The insights guide communication, including the campaign built around special everyday moments.
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What did Bolsius want to understand through the research?
Bolsius wanted to understand why consumers do and do not use home ambience products, which barriers hold them back and where opportunities for growth lie.
How did Blauw research consumer behaviour for Bolsius?
Blauw began with qualitative research through the Blauw Community in the Netherlands, complemented by focus groups in surrounding countries. The insights were then validated through quantitative research.
What did the research deliver for Bolsius?
The research resulted in a more defined brand strategy and tangible inspiration for product development and communication.
How did Bolsius translate the insights into communication?
Bolsius created a commercial highlighting how candles can make everyday moments special, directly informed by 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.
