KEY FINDINGS OPPORTUNITY
WHAT DO THE USERS HAVE IN COMMON? ■■ Most took pride and pleasure in making their coffee.
■■ They were willing to sacrifice convenience for quality. ■■ They appreciate “classy” and “elegant” kitchenware they can proudly display.
■■ Most appreciated the small footprint of such appliances. Lack of counter space is always an issue. ■■ They were conscious of the materials that come into contact with their coffee.
■■ They were experimental and liked trying out different ways of brewing coffee. Most were former drip users.
GOOD DESIGN SELLS THE OBSCURE. As it stands, percolator users are mostly hipsters who frequent second-hand stores looking for “old school” kitchenware, or nostalgic (40+) folks who came back to percolators after being disappointed with drip-brew. At first glance, its apparent that their styling has lagged behind in terms of appliance design. Why not bring good design to the percolator market, to attract broader appeal? After all, the few companies still producing them have not shaken off that 1950s June Cleaver vibe.