Affluent environments

‍Understanding Unmet Consumer Needs 

A client wanted to better understand unmet consumer needs regarding hybrid tech use in order to inform the development of a new phone product line for the European market. The goal was to create a competitive advantage in a market saturated with tablets and smartphones. The research focused on opportunities for a new type of mobile phone that people would use alongside their other high-end smart devices. Reach conducted consumer research in the UK, Spain, and Russia with Stby, The Care Lab, and Summ()n.

Blended Research Methodology 

A blended methodology, consisting of User Experience Labs and in-depth ethnographic immersions was adopted. The User Experience Labs involved interactive sessions where participants actively engaged and gave feedback on the topics and materials. The group sessions enabled a comparative analysis between markets, highlighting local socio-cultural factors. The labs also helped identify suitable candidates for ethnographic interviews. Following the labs, in-depth ethnographic immersions with some participants were undertaken to develop a deeper understanding of the accounts given during the group sessions. These immersions also generated design documentaries about mobile phone usage.

Defining Key Features 

The study helped the client team to define the key features that resonated most with consumers and to evaluate the potential of the anticipated new concept.

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