World Dryer was faced with increasing competition and asked our team to perform a research & analysis study on the commercial hand dryer market in order to provide insights for future product design and development.
Changing the Game
World Dryer had enjoyed clear market leadership the first twenty years since entering the hand dryer market. New brands entering the market have changed the paradigm of how hand dryers had previously been evaluated. With continuous new technology and performance factors, World Dryer was faced with a disadvantage in today’s marketplace.
Studying Consumer Behavior
In addition to launching a comprehensive market study, Beyond Design paid careful attention to the behaviors and expectations of users of public restrooms (both with and without hand dryers). By identifying a range of unique bathroom environments and psychographics among users we were able to observe a wide range of experiences and gain valuable first hand exposure to not only what people said, but also their behaviors. Conducting research in restrooms always presents difficulty but we spent significant time designing our research methods before going out into the field.
Reframing the Future
Our extensive data points from both market and consumer research were layered together and analyzed to make sense of the current market and project future growth and positioning opportunities for our client. Features, technology, and brand recommendations were strategically presented in a manner to help World Dryer gain back their previous market share and re-establish their brand as a leader in the category.