Prior to the new foundation, a comprehensive analysis that included both employees at Rosendahl Design Group and consumers was made. Internally, employees from management to design, marketing, sales, and customer service were interviewed. Their answers laid the foundation for several strategic hypotheses that were tested among 3,000 Danish consumers between the age of 18 and 80. The test mapped which values were most important, how the different brands were perceived, and what they had in common. In addition, various creative concepts, image styles, and pay-offs were tested. The analysis also showed who Rosendahl Design Groups' most important target groups are, what characterises their purchasing behaviour, and their interests related to interior design in the home.