Technology Market Research - applications and uses

Market research can be a valuable tool for technology manufacturers and service providers. In its 15 year history Bryter has conducted everything from smartphone research in the days of 3G enabled handsets through to AI market research as manufacturers look to embed the latest tech innovations into their offer

Our studies have spanned technology categories including handsets and tablets, wearables, apps, IT hardware and laptops, TV and audio visual equipment, accessories like headphones & earbuds, connected home and smart technology, gaming consoles and virtual reality headsets  and all categories of domestic appliances.

You can read about applications of market research to test and launch domestic appliances and download reports on smart appliances, and small appliances  as well as a host of other whitepapers and insights on the Bryter blog

If you are interested in understanding all things IoT then check out our article 'From Concept to Launch: The Role of Market Research in Smart Technology Development' where you can also find a wealth of resources on key trends and consumer preferences, downloadable reports and whitepapers covering topics like 'what's holding back the connected home' and  our smart fitness report that looks at the role of wearables and fitness trackers and what manufacturers need to do to meet the evolving demands of fitness enthusiasts

But it's not just the manufacturers of these hardware products that can benefit from market research, service providers for connectivity utilise research to better understand consumer needs and to test new propositions, as do service providers looking to develop apps and digital platforms for their services. Test, refine and test again is the mantra here. You may be surprised that the the main benefit you think your platform or service delivers to your customers is not what you think.

Research can also help to build a deeper understanding of consumer perceptions of emergent technologies. As new innovations come to the market they present oppportunties for brands to develop new products and service offerings, but how consumers perceive these innovations can massively impact on their willingness to adopt and use them. Smart and connected technology, AR & VR, Artificial Intelligence - all of these developments can deliver new benefits to your customers, but they can also bring with them fresh concerns and worries. Bryter's 'AI in daily life' report, analyses the differences in consumer perceptions of AI comparing the attitudes of UK and German consumers, and highlights what is driving interest but also worries about this new technology

1. Idea Creation and Concept Development

The process of idea creation is the initial stage where market research plays a crucial role in identifying gaps, understanding consumer needs, and generating new concepts. Ethnography, ideation sessions and needs based analysis all play a crucial role in the early stages of new product development. Bryter's market research insights have been instrumental in helping consumer technology manufacturers and service providers shape their product development strategies. For instance, through a process of ethnography and market mapping, Bryter identified a series of white spaces where smart technology innovation could meet underserved consumer needs. These insights served as a springboard for fresh innovation, and were followed by a series of ideation sessions where new product concepts were formulated built around unmet human needs.

Read the case study 'the rise and fall of curved TV' for an example of how important it is to conduct thorough testing in the early stages of product devellopment

2. Concept Testing and Refinement

Once initial concepts are generated, market research is employed to assess their viability and appeal. Bryter utilizes a range of qualitative and quantitative research methods to gather consumer feedback and evaluate product or service proposition concepts. For example, when a leading connectivity provider approached Bryter with a concept for a new broadband hub that could be controlled through a centralized app, they conducted focus groups and usability tests to gauge consumer interest, usability, and willingness to pay. The insights gained from these studies enabled the client to refine the concept and make informed decisions regarding design, features, and pricing before taking the idea through to development and a successful launch.

3. Marketing and Communications Testing

Effectively communicating the value proposition of consumer electronics products is crucial for success. Market research helps refine marketing and communication strategies by providing insights into target audience preferences, messaging effectiveness, and channel selection. Bryter's work with the world’s leading smartphone manufacturer exemplifies this stage. Through online surveys and focus groups, they assessed consumer perceptions of a range of different campaigns, identified key influencers, and tested different marketing messages designed to appeal to a range of audiences. This research allowed the client to tailor their marketing efforts, resulting in increased brand awareness, improved customer engagement and higher sales of their new devices.

4. Post-Launch Usage Assessment and U&A Studies

After a product is launched, market research continues to provide valuable insights through usage and attitude (U&A) studies. Bryter's post-launch assessment studies enable technology  companies to understand product satisfaction, usage patterns, and identify areas for improvement. For instance, when a smartphone manufacturer released a new model, Bryter conducted a comprehensive U&A study to measure customer satisfaction, identify features driving usage, and gather feedback for future iterations. This feedback loop ensures continuous product enhancement and customer satisfaction.

5. Tracking of Market Trends, Awareness, Consideration, and Ownership

To remain competitive in the ever-evolving consumer electronics industry, companies must monitor market trends, track brand awareness, consideration, and ownership. Bryter employs a combination of syndicated research, tracking studies, and voice of the customer research to track key metrics and provide actionable insights. By analyzing market trends, they have helped their clients anticipate shifts in consumer preferences and adapt their marketing and communications strategies accordingly. Additionally, by monitoring brand awareness and ownership, they have supported companies in identifying market opportunities, improving customer loyalty, helping them gain a competitive edge.

Download Bryter's 'Fitness tech report' to get key insights into the role technology plays in supporting fitness habits, with key statistics on ownership and usage of smart watches and fitness trackers

The market researcher has many approaches they can choose from when deciding the best approach to carrying out a study related to consumer electronics. Often projects will require a combination of approaches, typically combining qualitative and quantitative techniques to explore a potential area of interest and then validate the findings via a more robust data set. 

Outlined below are some of the most useful approaches that are routinely utilized to carry out primary research with consumers.

Focus Groups

Focus groups are a widely used qualitative research technique that involves gathering a small group of individuals to discuss specific topics. In consumer electronics research, focus groups offer valuable insights into consumer perceptions, opinions, and preferences. By facilitating group discussions, researchers can explore participants' experiences, attitudes, and usage patterns related to consumer electronics products. These discussions provide valuable feedback on product features, design, usability, and branding, enabling companies to refine their strategies and better meet customer expectations. They are also widely used to explore consumer perceptions of new product concepts, or materials that are designed for marketing and communications campaigns. Groups are held face to face in specialist facilities or online either on standard video conferencing platforms like Teams and Zoom, or on specialist qualitative research platforms like Visions Live.

Ethnography and Observation

Ethnographic research and observation involve studying consumers in their natural settings to gain an in-depth understanding of their behaviors, motivations, and needs. In consumer electronics research, ethnography allows researchers to observe how individuals interact with electronic devices in their everyday lives. This approach provides rich data on usage patterns, contextual factors, and emerging trends. By immersing themselves in the consumers' environment, researchers can identify unmet needs, pain points, and opportunities for innovation, enabling companies to develop consumer-centric products and experiences.

Read the case study 'Insights for digital security; a teen centric ethnography' to see an example of how digital ethnography was used to help a cybersecurity company build a deeper understanding of teen audiences and their phone us

Semiotics

Semiotics is the study of signs, symbols, and meanings. In consumer electronics research, semiotics helps researchers analyze how consumers interpret and attribute meaning to product features, packaging, branding and communications. By examining the cultural, social, and psychological dimensions of consumer electronics, semiotic analysis uncovers underlying motivations, emotions, and aspirations. This understanding aids companies in developing effective communication strategies, aligning their products with consumers' desires, and creating compelling brand narratives. It can help to guide companies so that they can position devices as being appropriate for specific audiences or around specific use cases, for example showing a smartwatch as being targeted at men who like to take part in competitive sport or training, or showing how a tablet is appropriate for keeping children happy on long journeys. Semiotics helps to provide the deeper insights into the most appropriate way of showing products or communicating with the target audience.

To understand more about how semiotics can be used to support product design and marketing strategy read our article 'semiotics in market research and marketing' , where you can learn how semiotic insights can be utilised for product design and strategic & tactical marketing activities

Quantitative Surveys

Quantitative surveys involve collecting data from a large sample size to derive statistical insights. In consumer electronics research, surveys enable researchers to quantify consumer preferences, behavior, and satisfaction levels. This approach is often used as part of a two stage program of research to validate insights gathered in an initial quantitative stage. Through carefully crafted questionnaires, companies can gather information on purchase intent, product usage, brand awareness, using key splits in demographic profile and attitudinal differences to segment results by. Statistical analysis of survey data allows for identifying trends, segmenting the market, and making data-driven decisions. Surveys also facilitate tracking changes in consumer preferences over time, helping companies adapt to evolving market dynamics. 

Download Bryter's 'AI and smartphones' report based on a survey of a large sample of smartphone owners to get key insights into consumer perceptions of AI and their potential to impact the smartphone industry

In the fast-paced world of technology, market research and insights are indispensable tools for success. From idea creation to post-launch assessment and market trend tracking, Bryter, as a consultative market research agency, has demonstrated the significant role of insights in supporting technology manufacturers and resellers. You can read about examples of our work in the case studies section of the Bryter website where you can read about a 'trial for home WiFi based security' or how we helped a smart ring manufacturer 'position a new health wearable' .

You can also access a range of downloadable reports and thought leadership insights on various consumer electronics and technology categories on the Bryter blog.

To learn more about applications of market research, market research techniques and Bryter's service offering check out the full article on market research