Further Insight helped the Consumer Policy Research Centre better understand how consumers are influenced by marketing messaging when researching and buying electrical appliances.
The problem
Consumer Policy Research Centre is an independent, not-for-profit, consumer think-tank. The organisation collaborates with policymakers, regulators, academia, industry, and the community sector to develop and promote evidence-based public interest research that informs policy change to create fairer markets for Australians. The organisation had a desire to understand how Australian consumers from diverse backgrounds are influenced by marketing messaging relating to energy efficiency of large household appliance.
The solution
Further Insight assisted with the design of the research and executed the qualitative research. This included focus groups among homeowners and renters, across four states in Australia, in both metropolitan and regional areas.
The result
The report provided detailed insights for the Centre on consumers’ current struggles with the rising household costs pressures and how energy bills contribute to this. The report showed the Centre to what extend consumers are able to monitor and control their energy consumption, and how energy costs influences electrical appliance purchases. The research highlighted the ways that marketing messages influence consumers during the research and purchase process, and what information consumers would need to make better decisions for future appliance purchases.