Stannah: Exploring the Homelift Market

Stannah
4 Feb 2021

Already well known for stairlifts, Stannah came to us wanting to understand more about the buying behaviour of potential customers in the home lift market, which was relatively new.

Aware that much of their customer base would be disabled or older people, they chose us for our extensive understanding of their target audience. 

We were asked to look at the current home lift market, trends and opportunities and how to gain a better understanding of customers’ experiences and attitudes. Drawing on our panel of over 1,600 people, we ran an online survey to explore the experiences and attitudes of disabled people towards home adaptions and home lifts, also uncovering their motivational factors in decision making and overall perceptions. From this, we selected a group of consumers who either had a stair or home lift or who had mobility issues and had already installed other home adaptions. This group was then invited to Stannah’s head office for a specialist user workshop, run by our research team.  

“RiDC are experts in the disability and ageing market.”

Gaynor Childs, Market Insight Manager, Stannah

During the workshop, the consumers were separated into two groups according to how knowledgeable they were about home lifts and were asked to consider a number of topics. These included exploring the needs and attitudes towards home lifts, as well as a demonstration of the Stannah product- the Salise home lift. Guided by our team, there were many questions which sparked insightful discussions, witnessed by Stannah colleagues from departments including concepts, engineering and marketing.  

 “They knew how to recruit, already understood our market and took care of the detail of the user workshop brilliantly.”

Gaynor Childs, Market Insight Manager, Stannah

Hearing first-hand the thoughts and experiences of the people using, or thinking to use their product, gave Stannah a much better understanding of both their customers priorities and potential barriers. We produced a comprehensive report on the market with quantitative data on buyers’ behaviour as well as the qualitative data from the user workshop. This included clear, tangible recommendations for both marketing communication and product development. Stannah went on to implement these and some of which even sparked ideas that have developed into new products.  

 “We have a better product because of the research.”

Gaynor Childs, Market Insight Manager, Stannah

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