How a luxury kitchenware brand used consumer personas to help secure investors

The Challenge
A new venture in premium kitchenware wanted to design clear marketing profiles before approaching investors. Their luxury knives are built with exceptional materials and craftsmanship, and the company wanted to deeply understand who their knives appeal to and why. The goal was to secure clearly defined consumer personas to support their investor presentations.

The Insight
Through consumer surveying and regression analysis of hobbyist cooks, the results surfaced a sophisticated nuance in buyer motivation. While practical utility was important, the strongest purchase intent actually came from a specific “Young Adventurer” profile. These prospective buyers viewed the knife as more than just a kitchen tool; they valued it as a piece of high-end design and a lifestyle signifier.

The Result
The study provided granular consumer profiling to supplement their business case, offering deep clarity on the target audience’s personality traits and psychographics. Armed with these insights, the company successfully secured investment and is currently marching towards launch.