Identifying mobile needs to create killer marcomms

The Challenge

A global handset manufacturer wanted to understand perceptions of two product launches (handsets with two different form factors) and how they met consumer needs. It was also of interest to evaluate global launch communications against competitors to identify compelling messages for localised campaigns.

Our Approach

Bryter conducted virtual and in-person qualitative assessments across the market, capturing insights on audience needs, along with perceived benefits, drawbacks, and product positioning of the new products.

Street interview vox-pops further supported insights by capturing in-the-moment reactions when consumers handled the new handsets.

The Outcome

Bryter identified key demographic groups for each form factor, along with key benefits tailored to each group. Bryter also identified key learnings from competitor communications that were then used to create a point of differentiation in localised campaigns.

To learn more about the role market research can play in understanding audiences, development of technology and ensuring your product is designed to meet the needs of today's consumer check out our article on 'technology market research'