Overview
Viking Refrigerator
Viking, a leader in high-end kitchen appliances, partnered with EPIC to gain comprehensive market insights that would inform a reinvigoration of its luxury refrigeration product line, refine its go-to-market strategy, drive innovation, refine product roadmaps, and maintain its reputation in the premium segment.
THE CHALLENGE: UNDERSTANDING THE MODERN LUXURY BUYER
To stay at the forefront of the luxury refrigeration market, Viking desires a clear understanding of today’s luxury buyers, including their feature preferences, emerging trends, and evolving customer service expectations.
THE SOLUTION: A HOLISTIC RESEARCH APPROACH
EPIC conducted a multi-phase research project, including:
- Competitive Landscape Analysis: A detailed review of current products, features, and market trends to identify areas for differentiation
- Consumer Insights: Quantitative survey with hundreds of luxury refrigerator purchasers, capturing feature preferences, brand perceptions, and purchasing behaviors
- In-Home Ethnography: Virtual in-home interviews with high-income homeowners, providing real-world usage insights, consumer purchase journeys, and product expectations
- Industry Perspectives: In-depth interviews with appliance dealers and designers, gaining professional insights on current industry trends and customer expectations.
RESULTS: CLEAR DIRECTION FOR FUTURE GROWTH
The final research report provided Viking with a clear strategic path forward, including:
- Identifying the most impactful features driving luxury refrigerator purchases.
- Emphasizing the importance of core functionality, durability, and premium quality over less critical, innovative features.
- Delivering actionable recommendations for product development, after-sales support, and targeted marketing strategies tailored to today’s luxury consumer.
These insights established a strong foundation for Viking’s future growth, ensuring its products remain the top choice for luxury consumers who demand high-end performance, style, and lasting quality.