Chicago Faucets is a B2B faucet company with faucets found all around the world.

My cohort and I were tasked with seeing how Chicago Faucets could best address our assigned segments, with my group being assigned to the company’s wholesale segment.

To do this we:

Conducted website research on Chicago Faucets and their competitors

Came up with the social, emotional, and functional traits (or jobs to be done) that wholesalers looked for when buying faucets and came up with a positioning statement.

Used qualtrics to create two surveys, one of which was used to create a perceptual map using SPSS while the other was used for a conjoint analysis. These analyses gave us a better understanding of what wholesale customers thought of the company versus competitors as well as what attributes they look for when purchasing a product, leading us to create personas for data storytelling.

With these insights we then determined how Chicago Faucets could reposition themselves to become preferred over other brands as well as what attributes and features to include to help them get there. With this knowledge we crafted recommendations that were then presented to stakeholders at the company.