A member of an international group was due to be re-named and had the opportunity to change the form and style of its literature. It needed to understand how specifiers used literature and what they considered important design features.

Solution

Market research was conducted using focus groups recruited and facilitated by Competitive Advantage.

Illustrations of different types of literature were presented during the discussion. This helped retain focus and bring out opinions on specific aspects of the literature.

Benefits

A better understanding of the way architects used literature to select products was gained.

The literature design agency received a validated design brief for future requirements with a critique of the existing literature.