Vaasan Sähkö – Insight
Understanding consumer decision-making in a low interest category
Vaasan Sähkö, one of the original energy companies in Finland since 1892, wanted to understand how different target groups evaluate electricity providers, what influences consideration and choice, and how Vaasan Sähkö is perceived in relation to competitors.
Vaasan Sähkö had extensive research, customer data and audience segmentation in place, but lacked a clear understanding of what truly drives consumer decision-making in a low-interest, price-driven category.
INDUSTRY
Energy
MARKET
Finland
WHAT WE DID
Customer insight, Qualitative research, Quantitative research
Finding the meaning behind the data
We combined existing knowledge with qualitative and quantitative research to uncover the motivations, barriers and decision criteria behind provider choice. By connecting historical data with fresh consumer insights, we transformed fragmented information into a coherent understanding of consumer behaviour across key target groups.
The outcome was a validated view of how consumers navigate the category and actionable guidance for brand development, communications and customer acquisition, helping Vaasan Sähkö focus its efforts on the factors that matter most.
Data ≠ understanding
“In low-interest categories, the challenge is rarely a lack of data. The key is to uncover what actually matters in people’s decision-making, and distinguish meaningful drivers from assumed ones.”
– Petra Väänänen-Leimu, Senior Insight Strategist (Kuudes)
Results
“The research gave us valuable new insights into consumer decision-making, particularly what drives consideration and choice. These insights have already helped us shape concrete actions and plan future initiatives, providing a stronger foundation for developing our brand and marketing communications.”
– Tiina Lillbacka, Marketing Manager (Vaasan Sähkö)
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