ITW and Elematic – Market Research Driven Innovation

Introduction

When it comes to innovation, the biggest risk is not so much creating a non-functional product, but launching something that does not fully respond to market needs .

The marketing department of ITW ’s Elematic division demonstrated forward-thinking vision by choosing to collaborate with an external market research institute to validate its already established product development process.

This choice allowed us to combine internal skills with an impartial and methodological approach , ensuring a clear and in-depth understanding of the expectations of potential users.

The Elematic Company

Elematic is an Italian company specialized in multi-material wiring and fastening systems, present on the market since 1976.

It operates in Italy and Europe through a widespread sales network at the most qualified wholesalers of electrical materials and retailers of hardware and tools.

Elematic is part of the ITW (Illinois Tool Works) industrial group, a US multinational with over 100 years of experience in the development of advanced industrial technology. ITW is present in 57 countries with approximately 49,000 employees and holds over 16,000 patents worldwide , representing an ideal partner for every professional looking for synergic solutions, innovative products and high quality standards.

The project: two focus group sessions to perfect an innovative product

The first session was held at the ITW test center, an ideal environment to test and discuss product prototypes. In this initial phase, our institute has:

• Developed the discussion guide: We worked with the Elematic team to create a detailed document that covered every aspect of the product, from usability to packaging to price positioning.

• Recruited participants: We identified participants through a mix of open recruitment and a client-provided list, ensuring the sample was representative of the target audience.

• Conducted focus groups : Participants tested the prototype, providing helpful feedback on functionality, design, and perceived value.

• Report written: At the end of the session, we delivered a detailed report that highlighted strengths, areas for improvement, and concrete suggestions.

  
  

The second session, held six months later, had the aim of validating the changes made to the prototype based on the results of the first investigation .

The activities carried out were similar, but with a particular focus on the acceptance of the implemented improvements and on the analysis of the market potential for the launch of the product.

Key Findings

Through the two focus group sessions, ITW obtained:

• Technical and usability improvements: Direct feedback has allowed us to optimize the product for more intuitive and satisfying use.

• Pricing guidance: The discussions provided clear insights into value perception, helping Elematic position the product competitively.

• Packaging Feedback: Participants highlighted preferences and expectations, allowing the design team to create a more appealing and functional solution.

• External Validation: Collaboration with an independent partner ensured an unbiased view, strengthening confidence in the results achieved.

  
  

The Foresight of ITW Marketing

ITW’s decision to rely on an external market research firm demonstrates a deep awareness of the importance of listening to the voice of the market.

While the company has an established internal method for product development , the marketing department recognized the value of an unbiased approach to minimize risk and maximize opportunities for success.

This collaboration has demonstrated that innovation is not only based on technical skills, but also on the ability to understand and anticipate customer needs.

ITW has thus strengthened its position as a leader in the industry, ensuring that every decision is supported by concrete and reliable data .

Conclusions

The case of ITW and Elematic represents a virtuous example of how market research can become a fundamental pillar in product development processes.

Thanks to two strategic focus group sessions, the company was able to develop a product that was truly aligned with market needs, avoiding poorly targeted investments and strengthening its brand.

The partnership with our institute has demonstrated that true success comes from the union of internal and external skills, guided by a single vision: putting the customer at the center of innovation .