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Voice of Customer Research Shapes Product Success

GenZ-1-1

Industry

Manufacturing

Challenge

A leading furniture maker faced high-stakes debate over which chair design to launch in a competitive market.

Results

Through ThinkLab’s curated feedback sessions with designers in the client’s core vertical, the team uncovered critical Voice of Customer insights that reshaped the launch strategy. Guided by this research, the client selected an initially overlooked concept that went on to exceed expectations—achieving 150% of its original sales projections within two years.

Services

Voice of Customer Research

thinklab.design
150%
of original sales projections

We are two years into the launch of a chair that was totally redirected as a result of our research with ThinkLab. The research guided us to select a chair we probably wouldn’t have selected. As a result, we are 150% to goal on that chair! Working with ThinkLab is now an integral part of our process moving forward. The proof is in the pudding.

Happy Client

Chief Marketing Officer @ Furniture Manufacturer

Amanda Schneider presenting and speaking into a microphone in front of an audience at a conference.

The ThinkLab Approach

Test Small. Launch Big. ThinkLab blends rigorous research with real-world feedback from designers and decision-makers to help brands validate ideas, sharpen strategy, and reduce uncertainty before making major investments.

We turn industry complexity into clear, actionable insight—pairing data with the human perspective that drives decisions in the built environment. With findings grounded in real-world application, you can move forward with confidence, backed by the true Voice of Customer.

The Challenge

A leading furniture manufacturer was preparing to launch a new chair but faced internal debate over which concept to bring to market. The stakes were high– choosing the wrong design could mean missed opportunities in a competitive vertical market landscape. 

The Strategy

ThinkLab curated a targeted group of designers who specialized in the client’s core vertical. These design professionals reviewed early-stage product concepts and offered candid, strategic feedback based on real-world application and aesthetics. The process provided the client with actionable Voice of Customer insights before final decisions were made. 

The Impact

The client ultimately selected a chair concept they had initially overlooked, driven by insights from ThinkLab’s research. Two years post-launch, that chair is outperforming expectations by a wide margin– achieving 150% of its original sales projections. 

"The proof is in the pudding!"

The Results

By integrating design research early in the process, the client avoided a costly misstep and instead launched a product that has become a breakout success. Today, that once-questioned design is a top performer, exceeding expectations long after launch. ThinkLab’s research is now a permanent part of the client’s innovation strategy. 

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