{"id":43821,"date":"2024-12-10T12:22:45","date_gmt":"2024-12-10T11:22:45","guid":{"rendered":"https:\/\/analysedanmark.stage.heyrobot.com\/?page_id=43821"},"modified":"2025-05-20T12:52:47","modified_gmt":"2025-05-20T10:52:47","slug":"damixa","status":"publish","type":"page","link":"https:\/\/analysedanmark.dk\/en\/cases\/damixa\/","title":{"rendered":"Damixa"},"content":{"rendered":"<header class=\"gb-container gb-container-fa2dff78 gbp--border-radius\">\n<div class=\"gb-container gb-container-d2d53606 gbp-section__inner\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-781df5b1\">\n<div class=\"gb-grid-column gb-grid-column-63aab36c\"><div class=\"gb-container gb-container-63aab36c\">\n\n<figure class=\"gb-block-image gb-block-image-e61ea73b\"><a href=\"https:\/\/damixa.dk\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" class=\"gb-image gb-image-e61ea73b gbp--border-radius gbp--margin-after\" src=\"https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/12\/damixalogo.png\" alt=\"Damixa\" title=\"damixalogo\" srcset=\"https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/12\/damixalogo.png 500w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/12\/damixalogo-300x300.png 300w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/12\/damixalogo-400x400.png 400w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/a><\/figure>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-7de558b8\"><div class=\"gb-container gb-container-7de558b8\">\n\n<h1 class=\"gb-headline gb-headline-be302155 gb-headline-text\">Damixa<\/h1>\n\n\n\n<p>What do users value when it comes to tap design? tap design?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The challenge<\/h2>\n\n\n\n<p><strong>What do users value when it comes to tap design? tap design?<\/strong><br>Damixa is an innovative Danish manufacturing company that has been developing and producing taps and thermostats at its own factory in Odense since 1932. In collaboration with Analyse Danmark, Damixa held a survey in 2014 <a href=\"https:\/\/analysedanmark.dk\/en\/methods\/qualitative-methods\/focus-groups\/\" data-type=\"page\" data-id=\"43770\">focus group<\/a> with the aim of pretesting four design concepts to get input for further design work, including<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Spontaneous reactions to the concepts<\/li>\n\n\n\n<li>Perceived advantages and disadvantages<\/li>\n\n\n\n<li>Which design(s) are preferred<\/li>\n<\/ul>\n\n\n\n<p>In addition, the aim was to uncover attitudes and buying behaviour towards this product group, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Info search about taps<\/li>\n\n\n\n<li>Opt-in and opt-out criteria<\/li>\n\n\n\n<li>Discuss different features - which ones are preference drivers?<\/li>\n<\/ul>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/header>\n\n<div class=\"gb-container gb-container-58a76ced gbp-section\">\n<div class=\"gb-container gb-container-3224c6ce gbp-section__inner\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-d7355558\">\n<div class=\"gb-grid-column gb-grid-column-516ff6c2\"><div class=\"gb-container gb-container-516ff6c2\">\n\n<p class=\"gb-headline gb-headline-b2a7a5e2 gb-headline-text gbp-section__tagline\">The methodology<\/p>\n\n\n\n<h2 class=\"gb-headline gb-headline-cf6f9690 gb-headline-text\"><strong><strong><strong>Focus group with physical versions of the tap concepts - \u2019dummies\u2019<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p>Prior to the group, the participants had taken pictures of their existing faucet(s) in their home and the brands\/types they were considering for replacement. a future replacement and sent these electronically to Analyse Denmark. The discussion was based on the taps the end users had at home and the experiences, both good and less good, e.g. in relation to The four new design proposals from Damixa were presented as \u2019dummies\u2019 to give the participants a better sense of the size and shape of the individual designs - \u2019touch and feel\u2019.<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-38b0cc66\"><div class=\"gb-container gb-container-38b0cc66 gbp--gradient-secondary\">\n\n<figure class=\"gb-block-image gb-block-image-ff825c85\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1200\" class=\"gb-image gb-image-ff825c85 gbp--border-radius\" src=\"https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/06\/wes-hicks-4-EeTnaC1S4-unsplash.webp\" alt=\"\" title=\"wes-hicks-4-EeTnaC1S4-unsplash\" srcset=\"https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/06\/wes-hicks-4-EeTnaC1S4-unsplash.webp 1200w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/06\/wes-hicks-4-EeTnaC1S4-unsplash-640x640.webp 640w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/06\/wes-hicks-4-EeTnaC1S4-unsplash-768x768.webp 768w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/06\/wes-hicks-4-EeTnaC1S4-unsplash-300x300.webp 300w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/06\/wes-hicks-4-EeTnaC1S4-unsplash-400x400.webp 400w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/06\/wes-hicks-4-EeTnaC1S4-unsplash-600x600.webp 600w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\"><\/figure>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-7e6d0854 gbp-section\">\n<div class=\"gb-container gb-container-3ff20a45 gbp-section__inner\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-d4759108\">\n<div class=\"gb-grid-column gb-grid-column-c739950f\"><div class=\"gb-container gb-container-c739950f\">\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1160\" height=\"450\" src=\"https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/12\/Vandhane.png\" alt=\"\" class=\"wp-image-44143\" srcset=\"https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/12\/Vandhane.png 1160w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/12\/Vandhane-640x248.png 640w, https:\/\/analysedanmark.dk\/wp-content\/uploads\/2024\/12\/Vandhane-768x298.png 768w\" sizes=\"auto, (max-width: 1160px) 100vw, 1160px\" \/><\/figure>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-44584bd0\"><div class=\"gb-container gb-container-44584bd0\">\n\n<h2 class=\"gb-headline gb-headline-c2afdff5 gb-headline-text\">Results<\/h2>\n\n\n\n<p><strong>From dummy to launch<\/strong><br>Two of the four concepts that Damixa pre-tested in the group have subsequently been elevated to projects, one of which was launched in September 2015.<\/p>\n\n\n\n<p>The design was changed based on the focus group's comments, which included that the nose was too long, but that the flat design was beautiful and innovative. The concept resulted in an eco-friendly product range called Pine, which includes two kitchen taps, two bathroom taps and the washbasin tap that was presented to the focus group and formed the basis for the design direction of the range. Damixa also had some suggestions for new features, such as built-in water saving, which were incorporated into the final design based on the participants' responses.<\/p>\n\n\n\n<p>S\u00f8ren Braae has made sure to integrate the focus groups' comments into the products that are currently on the market. The second concept, which scored highly in terms of design among the focus group participants and was therefore later elevated to a project, is expected to be launched in the second half of 2016.&nbsp;<a href=\"https:\/\/www.damixa.dk\/presse#\/pressreleases\/en-fornuftig-vandhane-1210117\" rel=\"nofollow noopener\" target=\"_blank\">Read more about the new Pine series<\/a><\/p>\n\n\n\n<p><\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-68a23b27 gbp--border-radius\">\n<div class=\"gb-container gb-container-4c3bf351 gbp-section__inner\">\n\n<p class=\"gb-headline gb-headline-49bc7c64\"><span class=\"gb-icon\"><svg viewbox=\"0 0 40 26.79\" data-name=\"Layer 1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"stroke-width:0\" d=\"M.31 18.41C-1.37 10.67 3.97 2.41 12.65 0l.63 5.23c-2.3.94-4.29 3.14-4.29 6.07 3.45-1.57 8.27.42 9.42 5.34.94 4.5-1.99 8.89-6.59 9.94C6.8 27.63 1.67 24.7.31 18.42Zm21.49 0C20.13 10.67 25.36 2.4 34.04 0l.73 5.23c-2.41.94-4.29 3.14-4.4 6.07 3.56-1.57 8.37.42 9.42 5.34 1.05 4.5-1.99 8.89-6.59 9.94-4.92 1.05-10.04-1.88-11.41-8.16Z\"><\/path><\/svg><\/span><span class=\"gb-headline-text\">For Damixa, it's important to be close to end users and their needs. By using 3D-printed dummies in focus groups, we get as close as possible to a potential end product and receive end users' immediate reactions to techniques and designs, which we would otherwise only have been able to sketch out on a drawing board.<\/span><\/p>\n\n\n\n<p class=\"has-base-3-color has-text-color\"><strong>S\u00f8ren Braae,<\/strong> Product Manager at Damixa.<\/p>\n\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>For Damixa er det vigtigt at v\u00e6re t\u00e6t p\u00e5 slutbrugerne og deres behov. Ved at bruges 3D-printede dummies i fokusgrupper kommer vi s\u00e5 t\u00e6t som muligt p\u00e5 et potentielt slutprodukt og f\u00e5r slutbrugernes umiddelbare reaktioner p\u00e5 teknikker og designs, som vi ellers kun har kunnet skitsere p\u00e5 et tegnebr\u00e6t. S\u00f8ren Braae, produktchef i Damixa.<\/p>","protected":false},"author":4,"featured_media":0,"parent":24,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-43821","page","type-page","status-publish"],"acf":[],"_links":{"self":[{"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/pages\/43821","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/comments?post=43821"}],"version-history":[{"count":5,"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/pages\/43821\/revisions"}],"predecessor-version":[{"id":234904,"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/pages\/43821\/revisions\/234904"}],"up":[{"embeddable":true,"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/pages\/24"}],"wp:attachment":[{"href":"https:\/\/analysedanmark.dk\/en\/wp-json\/wp\/v2\/media?parent=43821"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}