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Luxaflex: Unlocking Consumer Insights

Unlocking Consumer Insights to Enhance Luxaflex’s Market Strategy

The Research Problem
Luxaflex, a premium brand under the Hunter Douglas umbrella, sought to evaluate its brand health in the Australian market. The objective was to understand market dynamics, consumer behaviours, and competitor positioning to refine its messaging, strengthen consumer appeal, and identify growth opportunities.

 

Research Objectives

The primary objectives of this study were:

  1. Market Insights: Identify purchasing behaviours, preferences, and market potential for window coverings.
  2. Consumer Segmentation: Profile segments based on purchase motivations and habits.
  3. Brand Strategy: Assess Luxaflex’s brand positioning, highlighting strengths and opportunities.
  4. Path-to-Purchase Analysis: Understand triggers, research, and decision-making phases to enhance consumer engagement and drive conversion.

 

 

 

 

 

 

What We Delivered
The research provided Luxaflex with actionable insights and strategic recommendations, enabling the brand to:

  • Assess market potential amidst evolving dynamics.
  • Profile consumer segments to prioritise key groups and tailor messaging for maximum resonance.
  • Understand brand perceptions relative to competitors, highlighting unique differentiators.
  • Gain path-to-purchase insights to better understand consumer buying behaviours and optimise engagement.


These insights will enable Luxaflex to refine its marketing strategies, enhance market presence, and drive consumer consideration and conversion, ensuring the brand remains competitive in a rapidly changing industry.

 

The Research Approach
 The study began with an online qualitative 10-day community, which provided foundational insights to guide a subsequent quantitative phase. The quantitative stage involved a 20-minute online survey targeting a nationally representative sample of homeowners aged 25+. The research assessed key metrics such as brand awareness & perceptions, consumer attitudes and profiles, category dynamics and path-to-purchase behaviours.

 

 

 

Working with the team at Insights Exchange was a positive experience. Their expertise and practical recommendations helped guide our strategy for the brand, and we're really pleased with the results- we’re implementing a lot of the recommendations and have been referring to them throughout the year. Thank you for your insights!

Stephanie Lee – Marketing & Communications Lead – Hunter Douglas

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