Case Study 5 – Mobile Product Development

Client’s Objective:

• The client wished to enter the mobile communications market with its own branded service and phones

Our Impact:

• M&ES conducted six phases of qualitative research, providing the client with input into every aspect of the product development process

Research Solutions:

• Concept exploration: Evaluated the core product concept with parents and kids
• Explored brand expectations among all parties
• Determined potential barriers to use
• Identified unique positioning attributes
• Feature assessment: Explored reactions to a variety of potential features
• Identified those that most impact parent behavior vs. child behavior
• Determined their level of "fit" with the brand
• Prototype evaluation: Evaluated consumers’ reactions to specific product feature prototypes
• Plan / pricing exploration: Identified the relative appeal of a variety of different approaches to pricing and packages

End Result:

The final product was substantially informed by the research, and launched in 2006