A home-appliance brand · post-launch frontline interviews
When a launch underperforms, the fastest answer is often not in a dashboard — it is with the people facing shoppers every day.
Two laundry-care launches were performing modestly. Headquarters could see the sales result, but could not separate product competitiveness, benefit communication, in-store demonstration, price and brand trust — or understand how performance differed by positioning and store. It needed a direct frontline-feedback channel that included both converting and non-converting stores.
Every step reproducible
- 01ezTalk
Cover both launches and conversion states
The study recruited trained frontline promoters who actually sold the launches, deliberately including stores with and without completed sales.
- 02
Hear how stores sell — and why they cannot
Interviews covered competitiveness, consumer concerns, competitors, benefit ranking, retail support and brand image, allowing promoters to explain the real sales context.
- 03
Cross-check conversion and non-conversion signals
Feedback was compared across store outcomes to locate the conversion-critical roles of price, ease of use, appearance and in-store demonstration.
- 04
Deliver actions across three fronts
Frontline voices became actions across product, retail and marketing: what to improve in the product, how stores should demonstrate it and how communication should strengthen expertise and trust.
- 82位frontline promoters completed valid interviews across two launches
- 已成交 + 未成交both store outcomes informed the diagnosis, avoiding survivor bias
- 产品 / 终端 / 营销defined action across three fronts instead of generic feedback
- 一线直达brought real store barriers directly into product and communication decisions