Technology
User perceptions of technology brands and devices
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company in the technology segment needed to understand the perceptions of users of different electronic devices and their relationship with technology brands in two Latin American markets.
The challenge involved reaching consumers familiar with technology brands and able to clearly express their opinions and the reasons behind them. The research covered current and prospective users of different smart device categories, as well as profiles with different levels of familiarity with and attitudes toward the segment.
It was also necessary to bring together different age groups, genders and income levels, including participants with an early adopter profile and high familiarity with new technologies, ensuring a diverse discussion about the electronic device landscape.
Methodology applied
- Recruitment of users and prospective users of different smart device categories, following the criteria defined in the screener
- Online focus groups in two Latin American markets
- Discussions lasting 120 minutes
- Group composition considering different age groups, genders and income levels
- Inclusion of current and prospective users of technology devices
- Selection of participants with different attitudes toward technology brands
- Inclusion of participants with an early adopter profile and frequent use of artificial intelligence tools
- Moderation and full project management
- Recruitment, incentives handling and transcription in English, as confirmed in the project scope