AVON, Conn., Nov. 16 /PRNewswire/ -- Group 4 marks the onset of fall -- high season for rodent intrusion and infestation -- by announcing its contribution to the research, design and development of a better mousetrap from The Scotts Company.

Group 4's research and design team went across the country with Scotts to understand regional variations in climate, construction, rodent behavior and consumer attitudes right up to and including the moments consumers dread most -- the sight and disposal of a trapped mouse. Design iterations and rigorous testing led to an innovative trap that is safe to use, effective: it won't snap fingers or paws, has a fully enclosed trap housing, a "mouse caught" indicator, an easy grab-tab, requires no poison bait, and lab testing found Ortho® Home Defense MAX® Kill & Contain® Mouse Trap over three times more effective than traditional snap traps. Features that drill directly into consumers' complaints heard time and again during the research - they want the mouse caught; can do without seeing the results, and they want it gone, quickly and cleanly.

In national distribution and supported by television advertising buys, Kill & Contain represents a human-centered design approach addressing the fears, emotions and usability concerns of end-users through a carefully designed field-level research plan.

"The Kill & Contain project epitomizes our holistic approach to design by focusing on the end-user and also the full Community of Interest, which comprises all who have impact on or are impacted by the product," said Frank von Holzhausen, President of Group 4. "With footings established by our research, design direction is reached quicker and with a much higher probability for success in the market -- clearly the case with the mousetrap. We're thrilled to have been selected by Scotts to help create and bring Kill & Contain to market."

Group 4 is a research based design firm that utilizes a multi-disciplinary approach to achieve innovation. Current and recent clients include: The Scotts Company, 3M, Johnson & Johnson, Sherwin-Williams, Panasonic, Electrolux, Unilever, Eli Lilly, Kraft Foods, Sylvania and the Robert Bosch Tool Corporation.

http://www.groupfour.com

SOURCE Group 4

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