Eaton’s initial situation was, that they had a product class with increasing price competition and small market share and were in search for differentiation from competition. The objectives were to understand the job of electricians and identify underserved needs to inform product/service development and communication. During the project we uncovered needs of electricians (on-site visits and phone interviews) with different backgrounds. We also quantified needs of electricians and prioritized 124 needs. Finally, solid opportunities were identified for new surge protection solutions from a total market perspective.