I was tasked with finding out: 1. Why Sugru’s use base is mainly male. 2. Why only a small number of customers buy Sugru again.
Sugru is a mouldable glue, and has been featured in Time Magazines Greatest Inventions of 2010.
I began my investigation by setting up a stall in Greenwich Market. I asked people that walked by to repair an iPhone cable, Sugru’s most publicised fix.
The first day I ran the research, it was myself and a male colleague and the respondents were 80% male. On the second day, I was joined by a female colleague and the results were reversed. I suggested that a higher female presence should be felt from the brand.
I found that the iPhone cable repair was notoriously hard to get right the first time, and that they should promote an easier fix on the front of the pack, so users will not be disheartened with the look and function of their fix, and fail to return and buy again.