"As a pro, your work is your reputation", and if Bosch has anything to do with it the same will hold true for all you weekend warriors out there. Bosch recognized an opportunity in the mid price corded drill category, but needed to understand the needs and desires of your average do-it-yourselfer.

A deep understanding of the primary consumer was developed through; market analysis and benchmarking, in depth interviews and observation, and intensive analysis of all data gathered. Findings were quickly formalized into recommendations, which directly translated into product attributes and features for a final solution that meets the needs of the target audience.