How to push the right buttons

What does a kitchen appliance brand do when its induction cookers are four times more expensive than its rivals’? Give up or persuade customers to trade up? That was our challenge.

We visited people’s homes and watched how they cooked and talked about their kitchen equipment. We found that cookers are more than merely functional objects – they have emotional meaning, too. We also observed how people shopped for cookers. They counted the buttons. Yes, really. The more buttons, the smarter they thought the cookers – and by extension, they – were.

Our consumer insights provided a new recipe for design innovation.

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