Mobile Tech
Case Study

Creating the future of mobile
technology

The Challenge

A global technology company that sold advertising, not products, was now looking to launch premium smartphone devices in a highly competitive market. BrandIQ was chosen as their strategy partner.

Our Approach

  • Cultural and Retail Immersions to uncover the cultural context for potential pilot markets
  • Multiple rounds of qualitative research to understand barriers and drivers to locations and technology adoption
  • Quantitative Consumer Landscape & Segmentation to better understand the mobile technology user – their behaviors, passions, what motivates them and what makes them unique—and the competitive marketplace
  • Ideations with stakeholders and our global network of experts
  • Usability tests to uncover initial reaction to product
  • Co-creation workshops and protocepting sessions with key consumer segments

The Outcome

  • Identified optimal pilot markets
  • Recommended the planned go-to-market strategy for launch
  • Pinpointed and helped prioritize target segments
  • Uncovered how to position/talk about products
  • Developed a disruptive customer service experience in the tech space
  • Partnering with lead global designers, we created a merchandising and retail environment that transformed the customer experience

Kind words from
our clients

“BrandIQ has served as a strategic partner guiding our complex “Go-to-Market” project thorough 18 individual qualitative and quantitative research steps, Retail Immersions, Ideations, and Creative Workshops and Strategy sessions. They managed to get several silos working together for the first time, while incorporating the contributions of 8 different supplier consultancies/agencies. After 24 months, they are the last partner firm standing.

Mathew Red
Head of Go-to-Market, Google ATAP