Are consumers willing to lease washing machines?
BlueMovement is a startup that wants to lease home appliances to consumers. Think refrigerators and washing machines in subscription form. BlueMovement especially values the sustainable aspect of this idea. But does the consumer see it that way? What does the consumer actually want? Which barriers can BlueMovement break through? Blauw investigated the opinions of the general Dutch public.
Challenge
BlueMovement knows that that change from ownership to subscription can be significant. To convince consumers, it is important for BlueMovement to know how consumers think about leasing home appliances. And that does matter, because otherwise the brand will not know how to convince consumers. To gain more insight into the opinions of the general shopping public in the Netherlands, as well as possible drivers and barriers, our Blauw experts were asked to conduct a quantitative research for BlueMovement.
Vision
A quantitative study
Our Blauw experts immediately started by conducting a quantitative online questionnaire. We asked a large group of consumers representative of the general shopping public in the Netherlands several questions. This gave us a broad insight into the market potential, from people who already use it or are considering it, to people who should not think about it at all.
Solution
Leasing household equipment
The first part of the questionnaire concerned the target group BlueMovement wants to appeal to. Which group in the Dutch market is interested in leasing home appliances? Which people are not? What makes the first group willing to lease? Or what holds it back? The second part referred to the benefits of leasing. What benefits do consumers see in a subscription form? And the last main question of the questionnaire was about the value consumers place on being able to lease household appliances.
Compare product subscriptions
In addition to the general question of whether consumers were familiar with the concept of leasing household appliances, we also presented different products, such as a vacuum cleaner and refrigerator. But to fully understand how consumers thought about the concept, we also compared her opinion with other types of products that can be leased on the market, such as a bicycle or laptop. What makes a leased product interesting to consumers? What stops someone from using it? And what does the consumer think is an acceptable price?
Result
What did the quantitative research yield for BlueMovement?
BlueMovement received insights based on opinions from real consumers. Facts. She no longer needs to base further plans for her business on gut feeling, so she has a better chance of growth and success. With this research, the startup gained insight into the main reasons why Dutch consumers do or do not lease household appliances. Based on these drivers and barriers, BlueMovement can make plans. For example, it can increase its brand awareness. It can also use its marketing to respond to consumer needs in such a way that consumers feel the desire to lease a household appliance.
Important and specific questions arose from this relatively broad survey for BlueMovement, which Blauw will continue to work with. Our Blauw experts obviously love this, because the more targeted the questions to the consumer are, the more focused the results of the research will be and the more specifically the brand can respond to the consumer's needs. This is how a company ultimately achieves the most success.
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