Market insight
User research
Customer journey
Consumer insight
Social listening
Selling points

Air purifier customer journey: from online insight to selling points

Dreame · 07.2026

In Türkiye, people buy an air purifier to get rid of smells. This project turned scattered online voices into a journey map that guides selling points and sales conversations.

Fig. 1. The Dreame air purifier family (image: Dreame)

Brand: Dreame
Category: Air purifiers
Market: MENA · Türkiye
My role: End to end: insight, segments, journey, selling points
Data: 5,000+ reviews · 1,900+ Q&As · local forum

01Context & challenge

Dreame was launching air purifiers in emerging markets and needed localised selling points and sales talk. The mature-market story of CADR, air quality and health might not hold in Türkiye.

The difficulty: there was no budget or time for primary research, and the real customer voice was scattered across reviews, pre-purchase questions and local forums, fragmented, multilingual and partly distorted. The question was why Turkish shoppers actually buy, where they hesitate, and which selling points will move them.

02My role

I did this project end to end, from data to conclusions:

Collected and cleaned Trendyol reviews and pre-purchase questions, plus discussions on the local Ekşi Sözlük forum
Built a multilingual keyword dictionary to tag every text with purchase motives and concerns
Defined the core segments and mapped a seven-stage, 16-step customer journey
Turned the journey's pain points and opportunities into pre-purchase and in-use selling points and FAQs

03Approach

Online insight

5,009 reviews and 1,938 pre-purchase questions on Trendyol, plus Ekşi Sözlük discussions from 2005–2026, tagged with English, Turkish, Spanish and German dictionaries into 12 motives and 10 concerns.

Segments

Four segments by trigger and priorities: allergy and respiratory-sensitive people, new parents, pet owners and smart-home enthusiasts, each with its own emotional curve.

Customer journey

Seven stages and 16 steps from awareness to repurchase; each step breaks down actions, touchpoints, pains and gains, emotions and opportunities, then local data replaces channel and payment details.

Selling points

Mapped pains and opportunities to specific moments: what to say before purchase, what to reinforce in use, and which FAQs sales staff must answer up front.

04Key insights

01
They are buying an odour remover
21% of reviews mention odours and 17% cigarette smoke (nearly three times mature markets), while only 3% talk about air quality or health. Turkish shoppers pay to fix what they can smell, not air they can't see.
02
Room size is the only yardstick
Nobody asks about CADR before buying; they ask how many square metres it covers. Yet one product page listed 19, 40 and 48 m². The opportunity: translate CADR into how often a room of a given size gets fresh air.
03
The category itself is unclear
Top questions are 'does it humidify', 'can I add essential oil', 'will it pick up cat hair'. Shoppers ask what it is, not how good it is, so sellers end up doing category education.
04
Filters and trust block the sale
Filters come up almost three times as often before purchase as after; asking about Turkish warranty really means asking whether the unit is officially imported. The drop-off is about lifetime cost and after-sales certainty, not performance.
05
Star ratings lie
Some buyers give five stars only so their complaint gets shown first, so the analysis follows topics, not ratings.

05Outcome

1
Before purchase: make it easy to understand
Translate specs into plain language (CADR as room air-change time), show a first-year total cost on the order page, and talk about filter costs and after-sales commitments before specs.
2
Setup and use: make the effect visible
Keep a full physical-button path that doesn't need the app, and use live readings and a monthly air report to turn invisible purification into something people can see and share.
3
Maintenance and repurchase: build lasting trust
Calculate filter life from actual use and local air quality with auto-renewal, and reward referrals so real improvements become word of mouth.

The deliverables were a seven-stage, 16-step journey map and an opportunity list for each moment. A localised version layered selling points and FAQs onto the key pre-purchase and in-use steps, as the basis for selling-point priorities and sales training.