1. BUSINESS OBJECTIVES
The client’s aim was to gain insights into the lifestyle, values and media habits of smartphone users, with a view to providing guidance for product development.
2. BAZIS SOLUTION
Bazis researchers utilized a combination of 90 min central location in-depth interviews and home visits in key Russian cities.
3. CLIENT IMPACT
The research findings enabled the client to map consumer purchase journey and key touch points, to get inspiring ideas about changing trends in the market, to collect details about preferred technologies. They also provided attributes and segmentation hypotheses for quantitative study.