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Behavioural Scientist & Experience Architect
Building A Strategic Roadmap For Winning In Smartphone Innovation
A consumer behaviour study on smartphone brand preferences
2024
Research & Marketing Strategy
Behavioural Strategy Consultant
Year
Service
Role
The Challenge
The Outcome
A leading Android smartphone brand was seeking to gain insights into the evolving smartphone brand preferences of Indian consumers. They wanted to know the key factors influencing consumer decision-making and also the emotional factors impacting the decision-making. We set out to hear from hundreds of users from across the country, their experiences and journey with their most personal and valued possession and the one that they spend most time with.
Our in-depth research process helped identify the ups and downs in smartphone user experience for various brands. Our key finding was that Apple is dominating the market through its unique user experience offerings and the emotional attachment it is able to create for its customers with its products. Our key recommendations focused on addressing the emotional and logical drivers of user behavior, which could be translated into marketing campaign themes, product enhancements, and business strategies.
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