In 2006, Fluke Electronics faced a threat from a new competitor in the current clamp meter product category: the “Tightsite” dual display model from Ideal Industries.
To understand and begin the counterattack against this threat, I recruited and conducted a series of focus groups with third-party electrical contractors who typically serviced commercial accounts in suburban Milwaukee, as well as industrial plant electricians based in heavy manufacturing industries on Milwaukee’s south side.
We needed to know:
How had the introduction of Ideal’s “Tightsite” model, which featured a second easy-to-read display on the bottom of the instrument, changed end-user expectations for this product category?
What could Fluke do to win current clamp meter sales not only vs. the new Ideal “Tightsite” model, but vs. traditional Amprobe customers in industrial markets?
What were future needs for clamp meter end-users? What improvements, new features, capabilities, etc. would they like to see?
Results: Fluke gained valuable insight into the marketplace, and moved forward with developing a new series of current clamp meters, all of which included a new “hold display” function that made it easier for electricians to take readings in poorly lit and cramped electrical panels. (http://www.fluke.com/fluke/r0en/products/clamp-meters)
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