During 2012-2015 I transformed the Philips account, initially purely qualitative research business in Germany, into a multi-million qual + quant + consultancy business, and TOP30 global Kantar (Millward Brown) account.
My focus had been the Philips Consumer Lifestyle division, where the 3 biggest projects have been award-winning shaver campaigns for:
- Click&Style
- Shaver9000
- ONEBLADE
ONEBLADE has been by far the most exciting of the 3 major Philips projects.
Men opt for wet or dry shaving ...or growing a beard - for several reasons.
Obviously, different influences in a (young) men's life lead to either or, and, of course, every option has pros & cons.
Philips' new innovation aimed to tackle the frustrations ...of each!
I started working on this project by moderating qualitative research groups in Germany exploring 'secret' prototypes and potential features & benefits ...before Philips' HQ in Amsterdam team asked me to lead the entire qual + quant research in all their global key markets.
Over 2 years we (the global team of client + creative agency + research consultancy) globally explored the shaving behavior + frustration with each method and the entire process (or even ritual) ...before deep-diving into Philips' lasted innovation
= (as we all knew already!) a '(r)evolution' in shaving!
The research methodology included the in-home + on-site prototype testing as well as at a later stage in the process, emotional + functional messaging exploration.
But everyone knew (for beard-countries!):
We had the 'Future of Shaving' in front of us!
wanna learn more?
reach out here
...here some ONEBLADE videos (I was not involved in) but definitely paved the way for: