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STRATEGY CONSULTANCY FOR CONSUMER BRANDS
House of Noa
High-end home goods company, direct-to-consumer ecomm
What we did:
Stakeholder & Customer Interviews
Consumer Insights
Brand Repositioning Strategy
The Client
The House of Noa was born out of the founder’s desire to maintain the stylish aesthetic of her home while providing a comfortable and safe play space for her child. The brand started with play mats for young children and has since expanded into other mat categories including standing mats. As the House of Noa’s assortment has expanded, so has its consumer base - the child-focused brand may not be working anymore. The brand was at an inflection point in its growth trajectory, looking to reposition as it contemplates expansion into a new product category.
The Ask
The House of Noa’s CEO sought to understand the brand perception of the House of Noa to reposition the brand and recommendations as the brand contemplates expansion into new categories and audience markets.
Deliberate
Conducted six individual consumer interviews over the course of a week, delivering thoughtful insights ahead of project timeline
Captured strength of brand and its association with the category it competes in and products it makes
Uncovered deeper motivations and needs behind functional attribute in order to craft and convey a deeper, compelling consumer narrative
Pinpointed latitude for category expansion given current brand perception
Discover
CEO interview to gain insights into the company's current challenges and understand the business goals and strategies
Analyzed sales and customer demographics data provided by the company to gain business understanding and identify hypotheses to test in consumer research
Custom qualitative research with category shoppers across key demographics
Led qualitative research including custom interviews for identified employee roles
Recruited and screened category shoppers and actual customers across key demographics and purchase histories for consumer interviews
Drive
Directly informed the company’s goal to distinguish and promote the value the House of Noa brand brings to its target markets and consumers with comprehensive insights
Delivered a board-ready deck for the CEO to present to the board to inform learnings from the work: how the company can increase brand equity to protect its margins
Crafted and delivered best-in-class brand positioning brief
Recommended guidelines and further research such as price testing for go-to-market and growth strategies
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