Case Study

TEC Grill by Char-Broil validation

Background: Char-Broil licensed infra-red cooking technology from Thermal Engineering Corporation (TEC) and created a state-of-the-art grill for the mass market.

The Challenge: To effectively market the grill highlighting benefits that resonated most with consumers.

They wanted: A focus group to evaluate benefit statements of the grill.

Our solution: Immerse participants into a real grilling environment where we could elicit true emotional responses about the grill.

By doing this, participants were able to experience the grill instead of talking about it.

Ultimately, we provided Char-Broil with the benefits potential consumers found most meaningful.

End Result: Char-broil reached an agreement with Lowes to begin selling the TEC grill starting in spring 2007.

Watch the TEC Grill experience