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How Danfoss rocketed towards customer transformation

How do you get more than the answers you’re looking for?

Headquartered in Denmark, Danfoss Power Solutions is one of the world’s leading manufacturers of components and system solutions to industries like construction, agriculture, and material handling. Their core product lines are highly standardised and regulated in the steering business unit, making innovation a challenge. However, as the number one component supplier in the market, Danfoss is committed to developing the next generation of steering solutions to benefit its customers, the equipment manufacturers and the end-users.

Business Objective

Danfoss was looking to innovate within their core product line to increase their overall market share and differentiate themselves from their competitors. They were specifically evaluating how they could improve their steering system, both in terms of feature development and marketing messaging.


To get the best overview, UserTribe spoke to Purchasing Agents and Technical Engineers at large equipment manufacturers, twenty in total. Our team of recruiters identified each participant individually, ensuring their qualifications for the study. Each participant completed a think-aloud style study, recording both their face and voice to be analysed by our tribe of anthropologists.

Our experts reviewed each of the videos, identifying key insights and patterns and annotating the videos for future reference. These insights were then summarised into a report, concluding with six-core takeaways on how customers prioritise product features in their purchasing decisions.


Like many of our clients, Danfoss was interested in both the results of our analysis as well as the raw footage we had collected. The results also offered something new: In addition to confirming some of their original hypotheses, Danfoss was able to extract new insights from the qualitative customer interviews.

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