“I have been reflecting personally on the success of the Hoover HL5 upright vacuum cleaner, and the big appreciation of your approach Steve, and that of the Smallfry team too.

Smallfry’s people centric design process proved to be a transformational approach to New Product Development for Hoover. There were a number of key elements that have been noted and greatly appreciated throughout the process:

• • Deep engagement of external stakeholders.
  • Successful onboarding of the entire Hoover team, leveraging through strong collaboration, belief, and excitement.
  • Laser focus to deliver a super product for Hoover consumers, through robust strategy, design and engineering.
  • Returned Hoover to a position of recognised product expertise in uprights – a demanding and highly competitive market.
  • 5-star consumer reviews with high appreciation and repeated emotion, for example this recent review on Amazon “Love this Hoover. It gets around the house picking up everything easy to handle and not too heavy”.
  • Growing number of trade and consumer awards.

For me the standout point is your process to establish what our consumers really want, even before they know it. Smallfry’s emphasis on this has allowed the development of a highly appreciated product by consumers that sells well on its own merits and great reviews.”

“Well done to all the team! The Consumer Insights are the best I have come across in the industry.”