Technology
Consumer perceptions of the smart device ecosystem
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 consumers who currently use smart devices, considering different categories of the connected ecosystem, such as smartphones, wearables, smart home devices, smart TVs, virtual and augmented reality equipment, computers and tablets.
The challenge was to bring together consumers with diverse experiences using these devices and to foster an in-depth discussion about their habits and perceptions within this technology landscape.
Beyond recruiting an audience with current experience of smart devices, the study required an in-person structure suited to two-hour discussions, with specialized moderation and mirror room observation.
Methodology applied
- Recruitment of consumers who currently use some type of smart device
- In-person focus group lasting 120 minutes
- Research conducted in Brazil, following the criteria defined in the screener
- Discussion of different smart device categories, including smartphones, wearables, home devices, smart TVs, VR/AR, computers and tablets
- Moderation of the discussions and full project management
- Use of a mirror room for session observation
- Transcription of the sessions in English
- Recruitment management, incentives handling and fieldwork setup