Vaillant

The Challenge

Vaillant, a leading player in the European heating solutions market, was exploring the opportunity to extend its product portfolio into a more design-led space. The idea was to launch a range of ‘designer’ boilers and associated smart controls that could sit comfortably within modern, minimalist homes. While traditionally a functional purchase, heating appliances were increasingly becoming part of a home’s visible aesthetic — particularly in Germany, where design-conscious consumers often valued form alongside function. Vaillant wanted to test whether there was a commercially viable market for such products across its two core territories: Germany and the UK.

The Solution

Skopos designed and executed a comprehensive programme of focus groups in both markets, covering key consumer decision makers and influencers (homeowners, installers, architects, and specifiers).

This multi-layered qualitative approach allowed Vaillant to evaluate not only the appeal of the concept, but also the barriers to adoption, and the role that brand credibility could play in overcoming them.

The Outcome

The research revealed a clear difference in cultural readiness:

Based on these insights, Vaillant chose to introduce design-led ranges selectively, supporting them with smaller-scale marketing budgets and a measured go-to-market strategy. The research provided a roadmap for future positioning, ensuring Vaillant could pace investment in line with cultural acceptance and consumer demand.

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