Vaillant

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).

• Product and advertising mock-ups were used to simulate real-world purchase considerations and trigger discussion.
• Competitor examples were introduced to benchmark perceptions and contextualise market appetite.
• Cultural nuances between the German and UK markets were explored, particularly around price sensitivity, design expectations, and purchase triggers.

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 research revealed a clear difference in cultural readiness:

• In Germany, where minimalist design is widely embraced, consumers were more open to the idea of boilers as premium, design-oriented appliances.
• In the UK, however, audiences were more cost-conscious and pragmatic, showing reluctance to pay a premium for style — though there were signs this attitude might evolve as minimalist home design became more mainstream.

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.