Laws and regulations are in constant flux, a fact every business must reckon with. When a global force in consumer technology was faced with changing legislation, it was imperative for the brand to uncover the usage habits of their consumers, looking specifically at replacement cycles, customer attitudes and user profiles. This would shed valuable insight into how the new laws could impact their consumers and how they interact with the brand’s core product.
This is the story of how we helped a world leader in technology understand the tangible impact of changing regulations.
Getting to the heart of things
It was crucial for us to paint a detailed picture of how the brand’s products were being used by their consumers. We actioned an extensive survey of 7,000 owners/ non-owners of the client's products across 10 key markets. Profiling 6 major markets and 4 smaller ones in the relevant area, we explored key questions such as:
- What does the current user-base look like?
- How long do consumers keep the product?
- What is driving replacement?
- Why was the product purchased?
This enabled us to gauge the usage behaviors and attitudes at both a micro and macro scale. Conducting a survey of this scope granted a rigorous understanding of the user profiles, purchasing dynamics and potential impact of the laws within each market.
Insights with global impact
Through working closely with our client, we provided a window into the technological lives of the company’s consumers. We were able to make firm recommendations about the best route forward in light of the changing laws. Empowered with a new understanding of their consumers, the company had the insight to influence their internal strategy in these markets. Investment decisions were now informed by highly relevant research, enabling the client to implement timely, pro-active messaging. Ultimately, our research helped validate this technology giant’s position as a market leader in the face of a changing legal landscape.
For insights that can strengthen your position amidst market uncertainty, please reach out to us today.
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