Insight2 : Case Study

Case Study

Desa Outdoor Leisure

They wanted: To break personal heaters out of a commodity status and increase profits through margin not volume.

They got: Two distinct products; a bistro table patio heater and a gas light patio heater.

We did it by: Studying consumers' outdoor entertaining habits and coming to understand the role their heater played in their overall entertainment process.

Gas Light and Bistro Table Patio Heaters

Both products were awarded "Best of Show, New Products” at the 2006 Pool & Spa Show in Las Vegas.

Watch case study video

We discovered:

People want to be outside longer
People are investing in outdoor living space
Patio heat helps them increase their "return on investment" by extending outdoor time
Outdoor entertaining spares the home's interior from wear & tear

People needed but didn't have:

An effective and efficient way to lengthen time spent outside
A heater that doesn't use up much patio space
Something that’s easy to light and stays lit

End result: We helped Desa find a way to transform a commodity product into a high margin growth opportunity.

Why we're different: We uncovered unarticulated needs and desires through contextual immersion. We didn't just ask participants what they wanted in patio heat, we observed them in a real setting where the heaters were really needed.

Want to know more about this project? Email us for a whitepaper.