The Issue

Our client was in the process of developing a range of printers for in-home use and wanted to understand consumer needs as they had very little knowledge of the UK market. They were particularly interested in the silver market, as an increasing share of older people are using computers in their retirement.

What we did

Depth interviews were considered the most effective approach, as the client needed to understand individual needs rather than obtain a group consensus.

The depths took place in a viewing facility, so that the client could observe unseen and react to output as it happened.

Outcome

We provided a segmentation of needs, enabling the client to develop low-end printers for occasional users and high-end wireless printers for those with more advanced needs.

It was found that demographics were not an important factor, as the client had originally envisioned, so marcoms had to speak more directly to needs and attitudes rather than age and demographics.