As technology integrates itself into all aspects of our lives, companies in the consumer technology industry face constant pressure to refine and develop new products and services that enhance how we work, play, and interact with one another - ideally anticipating our needs and wants before we even realize them ourselves. To demonstrate the value of an intangible product (and continue to demonstrate value in the case of ongoing subscriptions), it’s essential to partner with a market research firm that has the expertise to dig deeper, utilizing a toolkit of analytics, to interpret the nuances of consumer attitudes and behavior. Here’s how Advanis has helped leading technology brands do just that to inform better decision-making and gain a competitive edge.
Multi-Country Feature Testing
The Client: A leading consumer technology company.
The Challenge: Our client needed to gain insight into the smartwatch category and what factors deter consumer uptake for the category and their brand, in particular. The research also needed to provide insight on how to convert current users to their brand.
Our Solution:. Advanis used a conjoint design to determine which features drove demand for smartwatches. The research was global in scope, conducted in five leading markets. We analyzed the following.
- Barriers to purchase
- Profile of potential switchers
- Motivation for purchase behavior
We also profiled prospective consumers and the impact of education on awareness of smartwatch features and capabilities.
The Impact: As a product that was emerging in market share, this research impacted marketing communications to motivate consumers to move into the category and to select our client’s product offerings. It also provided a valuable first-person perspective to sales teams and was incorporated into training materials.
Product Design
The Client: A provider of writing assistance tools.
The Challenge: Our client needed to quantify interest in a mobile product concept. Their prior research indicated the potential for higher adoption of a writing assistant product, and they surmised that adoption and retention rates would improve with a more advanced product version tailored for mobile devices (iOS, Android).
Our Solution: Advanis conducted quantitative research with over 2,000 current and potential users in five countries (Canada, U.S., UK, Australia, and India) to test product adoption interest.
We explored the following:
- Frequency of mobile vs. desktop writing usage
- Benefits of mobile writing
- Pain points experienced
- Current solutions to pain points
We evaluated two mobile writing assistant concepts, tested the relative interest in features and benefits using a Best Object Scaling (BOS) approach, and evaluated willingness to pay for the concept.
The Impact: The results supported product design decisions for investment in mobile tools, leading to the introduction of an advanced product concept.
Product Offer Reconfiguration
The Client: A market-leading online marketplace for couples and vendors serving special events such as weddings.
The Challenge: Our client needed primary research to support a significant redesign of their market offering.
Our Solution: This research included three stages, two of which were conducted by Advanis. The first stage was an internally conducted survey that tested a large number of potential new service offerings.
Then, Advanis and the client worked together to conduct qualitative interviews with vendors, followed
by a discrete choice-based conjoint survey that tested the different features that could be offered to vendors now and in the future. The survey tested a “good - better - best” line-up configuration.
The Impact: The research validated features that resonated with different vendor segments, identified willingness to pay for key features, and included a simulator tool to workshop potential line-up configurations. The results guided the product design roadmap. The research also provided extensive profiling of vendors, critical to marketing communications teams.
Loyalty Program Design
The Client: An online technology services firm.
The Challenge: Our client provides business technology services to small businesses, offering both DIY and professional support streams. The consultants are a network of independent partners. As part of their engagement with the partner network, they offer a loyalty program. Our client was interested in reviewing, revising, and improving this loyalty program.
Our Solution: Using TURF analysis, we identified buckets of features that were attractive to key segments of network partners and made recommendations on the design of the various tiers of the loyalty program.
The Impact: Our client created a free and paid premium version of the loyalty program for partners.
Helping Your Brand Minimize Risk and Maximize Impact
With years of advanced analytics experience and expertise in the technology industry, particularly with SAAS payment mechanisms, Advanis can help brands like yours gain the understanding, insight, and direction needed to achieve success.
For more information, please contact Advanis today.