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Situation:
A personal electronics manufacturer was set to release a multi-function
device that functions both as a PDA and a phone. Umbria worked
to obtain additional market intelligence to help craft the
branding and marketing campaign for the new product.
Research
Umbria monitored both blog and message board discussions about
several comparable “smartphones,” paying particular
attention to the demographic breakdown of the online conversations
about these products.
Recommendations
Umbria uncovered key demographic insights through analysis
of blog and message board discussions. Baby boomer women strongly
preferred devices that offered explicit phone/communications
functionality and audio features. Baby boomer men, on the
other hand, tended to spend more time discussing the data
and PDA capabilities of the products being analyzed. As a
result of this key learning, the personal electronics manufacturer
crafted a multi-tiered marketing campaign that addressed each
demographic group’s primary interests.
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