Market, Product & Consumer Insights

While Mace pepper spray is the original and best-known pepper spray brand, senior leaders within the organization were considering many different approaches to drive company growth.


Understanding the Customer

We designed a comprehensive, multi-phase program to mitigate Mace’s risk of investing in the wrong marketing initiatives or developing sub-optimal new products.

This program included opportunity exploration, quantitative and qualitative research, persona development, and new product concepts. Our work helped Mace define the pepper spray user segments, understand ownership incidence, perceptions about Mace and competitor brands, user wants and needs, and provide feedback on new product and marketing concepts.



Laying It Out

This iterative process led to a much more robust understanding of potential audiences, as well as gave management the insights to confidently pursue high-potential initiatives. These initiatives were built into a multi-year product roadmap.




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