Welcome to Day 18 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Dyson!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
What is the first word that comes to your mind when you hear Dyson?
Expensive: 40.5%
Innovative: 35.0%
Vacuum: 10.6%
How would you describe the "typical" customer of Dyson?
"Typically, someone who values design and performance, willing to pay more for a well-made, long-lasting appliance. Tech-savvy enough to appreciate clever engineering and clean aesthetics."
"Someone who values performance and design and is willing to pay extra for reliability and convenience."
"Someone who values modern design and strong performance — usually a homeowner willing to pay more for quality and convenience."
If you could rename Dyson to describe what they actually are, what would you call it?
"PremiumClean"
"PremiumCleaner"
"PremiumHomeTech"
"TechClean"
Describe Dyson in exactly three words.
Expensive
Reliable
Innovative
If you could fire the CEO of Dyson, would you?
No: 99.7%
Yes: 0.3%
If you met the CEO of Dyson, what is the first question you would ask them?
"Why are your products so expensive?"
What is the maximum price (in dollars) you would pay for the product before walking away?
Average: $339.73
350.0: 15.9%
300.0: 12.0%
150.0: 11.6%
250.0: 9.8%
200.0: 9.4%
500.0: 9.3%
400.0: 9.1%
450.0: 6.9%
600.0: 6.5%
700.0: 2.0%
How long do you expect a Dyson product to last?
Average: 6.4 Years
7 Years: 46.8%
5 Years: 38.6%
8 Years: 9.9%
10 Years: 3.8%
6 Years: 0.5%
3 Years: 0.4%
If you could change one thing about the product, what would it be?
"Lower the price and make parts easier and cheaper to replace."
Who is the biggest threat to Dyson?
"Shark and other lower-cost competitors."
What is the best alternative to Dyson?
"Miele" (162);
"Miele (for durability) or Shark (for value)"
Why haven’t you switched to a competitor yet?
"Because I value the performance and durability Dyson is known for and haven't found a cheaper alternative that lasts as long."
On a scale of 0-10, how much do you trust Dyson?
Average: 6.3
Distribution: Score 4: 1.6%, Score 5: 5.5%, Score 6: 53.9%, Score 7: 38.6%, Score 8: 0.4%
Do you think Dyson’s best days are ahead of it or behind it?
Ahead: 97.5%
Behind: 2.5%
If Dyson went out of business tomorrow, would you care?
No: 84.3%
Yes: 15.7%
Does Dyson actually care about its customers?
Yes: 67.4%
No: 32.6%
Do you know the name of Dyson’s CEO?
No: 96.4%
Yes: 3.6%
Does the CEO’s public behavior make you less likely to buy from Dyson?
No: 92.4%
Yes: 7.6%
Do you think the leadership at Dyson is competent?
Yes: 97.2%
No: 2.8%
Is the leadership of Dyson a liability to the company?
No: 95.2%
Yes: 4.8%
Do you think the CEO uses their own product?
Yes: 96.4%
No: 3.6%
Do the executives at Dyson seem out of touch with reality?
No: 75.7%
Yes: 24.3%
Would you buy Dyson if it weren't on sale?
No: 59.3%
Yes: 40.7%
Is Dyson worth the money?
Yes: 57.6%
No: 42.4%
If Dyson raised their prices by 10%, would you still buy it?
No: 69.4%
Yes: 30.6%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale) Average: 3.6
Distribution: Score 2: 13.3%, Score 3: 24.1%, Score 4: 52.5%, Score 5: 10.1%
Has the quality of Dyson declined recently?
No: 99.7%
Yes: 0.3%
Is Dyson too "woke"?
No: 99.7%
Yes: 0.3%
Are you loyal to Dyson because you like it, or because you’re stuck?
Like it: 66.2%
Not loyal: 33.3%
Stuck: 0.5%
Do you think Dyson will exist in 10 years?
Yes: 100.0%
How likely are you to purchase from Dyson in the next 6 months? (Likert Scale)
Average: 2.1
Distribution: Score 1: 15.0%, Score 2: 60.2%, Score 3: 24.3%, Score 4: 0.5%
See you tomorrow for Day 19!