The Challenge

A global technology company that sold advertising, not products, was now looking to launch premium smartphone devices in a highly competitive market. BrandIQ was chosen as their strategy partner.

Our Approach

• Cultural and Retail Immersions to uncover the cultural context for potential pilot markets
• Multiple rounds of qualitative research to understand barriers and drivers to locations and technology adoption
• Quantitative Consumer Landscape & Segmentation to better understand the mobile technology user – their behaviors, passions, what motivates them and what makes them unique—and the competitive marketplace
• Ideations with stakeholders and our global network of experts
• Usability tests to uncover initial reaction to product
• Co-creation workshops and protocepting sessions with key consumer segments

The Outcome

• Identified optimal pilot markets
• Recommended the planned go-to-market strategy for launch
• Pinpointed and helped prioritize target segments
• Uncovered how to position/talk about products
• Developed a disruptive customer service experience in the tech space
• Partnering with lead global designers, we created a merchandising and retail environment that transformed the customer experience

View Case Study: Evolution of a Sedan