Research Objectives
Balsam Hill looked to gain a greater understanding of the Australian customer and identify future opportunities for the brand in the Australian market inclusive of:
Insights Exchange Approach
A qualitative approach comprising two 90 minute in-person and online groups was facilitated with current Balsam Hill customers from across Australia. The participants were recruited via a targeted Balsam Hill customer email with a short recruiting questionnaire.
The in-person group was held in Sydney CBD, while the online group ensured participants from other Australian main cities and regions. Both were facilitated by an Insights Exchange moderator.
Outputs
Key findings included:
About Balsam Hill
Balsam Hill is the leading provider of high-quality, realistic artificial Christmas trees. Founded in 2006 in the USA, based in California and serves their customers worldwide.
Balsam Hill established itself in the Australian market in 2012 as a premier Christmas tree and décor retailer. For years, Australian customers have had very limited selection on Christmas trees and décor before Balsam Hill arrived with a wide selection of the best and most realistic Christmas trees, wreaths and garlands tailored specifically for the Australian market.
