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Dana Stanley
Greenbook’s Chief Revenue Officer
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Electronic Devices Case Study
IIM leveraged a combination of observation based research and large quantitative studies to help identify key, unmet consumer needs.
Tool Approach: Video In-Home, Quantitative A&U and Choice Modeling
Industry: Technology
Client: Electronics Manufacturer
Services Provided: Hybrid Research- Ethnographic Approaches & Quantitative Research
Challenge
Electronics manufacturer seeking to increase its presence in the consumer digital storage category by exploring product ideas that address relevant consumer needs.
Project Objectives
- Explore consumer habits and usage of electronic photo/video storage tools
- Understand and quantify current attitudes, behaviors and uncover need gaps
- Uncover the most important features within the resulting new product ideas that address consumer need gaps
Customized Approach
IIM leveraged a combination of observation based research and large quantitative studies to help identify key, unmet consumer needs. We conducted a series of video in-home ethnographies to explore consumer habits and usage. Following the video in-homes, an A&U was conducted to uncover attitudes, behaviors and need gaps. From these two studies, new product ideas were created and choice modeling was leveraged to determine the most important features of the new products that meet consumer need gaps.
Results
Through this 3-phase approach the client:
- Identified a new category opportunity by uncovering a consumer need gap.
- Outlined top new product concepts, optimal price ranges, and key product features.
- Uncovered communication priorities and target markets for each product concept.
This content was provided by Insights in Marketing. Visit their website at www.insightsinmarketing.com.
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