Deep customer understanding for luxury TV manufacturer Loewe


Keywords: Customer insight,
in-depth interviews, ethnography,
customer journey mapping,
customer segmentation

Loewe is a German manufacturer of luxury television and audio products. Founded in 1923, the company is famous for its iconic design and early innovations, and it’s one of the few television brands still producing in Germany. For the past two decades, the television market has been in flux. Multi-industry Asian corporations have come to dominate it, and the past decade has witnessed the digitization of the television set, radical shifts that forced Loewe to file for bankruptcy in 2013. But now, under new management, the company is back and bursting with fresh ideas. 

To boost its relaunch, Loewe commissioned Rlevance to understand of today’s TV users and find opportunities for product design, branding, retail, and communication.

To explore the relationship between Loewe and its customers, we designed an iterative system of in-depth interviews, which we followed up with ethnographic in-home interviews and retail shadowing. Our research was driven by four key questions: How do people consume visual content at home today? What product aspects are important for today’s TV users? What is the process of buying a TV today? What advantages does Loewe offer over multi-tech companies like Samsung or Sony? Over the course of six weeks, we talked with, visited, and observed close to 30 people in Germany, Austria, and Switzerland, countries that comprise Loewe’s main market.

This intensive qualitative research yielded many illuminating insights regarding customer types, decision criteria, customer journey, and brand images. We were able to compile a report that functions as a comprehensive deep dive into the contemporary system –  product, user, market – in the domain of visual home entertainment. This report helped streamline and fine-tune the concept for Loewe’s latest products and guide the company’s sales and marketing strategy.

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