The aim of this project was to implement a customer insight concept developed by OBERWELZdesign that provides the processes and methods that enable companies to identify specific measures for the marketing mix before the initial launch of a product. The theoretical approach consists of integrating the constructs of buyer behavior, qualitative research methods, and the 4 Ps (product, price, place, promotion) into the insight-finding process. The concept was divided into three phases, which ideally follow each other in a linear fashion but can also include small and large iterations. It consists of the information gathering phase, the hypothesis phase, and the processing phase.

This concept was applied to create a user-centered marketing mix for a new product, an adjustable wrench. In addition to secondary research (market, competitors) and initial exploratory interviews to identify the target group, netnographic studies and qualitative interviews were conducted. Potential customers were interviewed and observed to gain insights into their usage and purchasing behavior and to be able to transfer their preferences to the 4 Ps of the product being developed during the processing phase.