Product-service strategy

Case study

Distilling design preferences
in emerging markets

  • Distilling design preferences<br>in emerging markets
  • Distilling design preferences<br>in emerging markets
  • Distilling design preferences<br>in emerging markets
  • Distilling design preferences<br>in emerging markets
  • Distilling design preferences<br>in emerging markets

A client in consumer technology asked us to help them make sense of highly diverse design preferences in emerging markets.

Over four projects spanning six years, we surveyed expert cultural opinions in China, India, Brazil, Mexico, Thailand and Kenya on how the design preferences of particular consumer segments were likely to develop over the next 2-3 years. The aim was to provide the client’s design leadership team with analysis and evidence to facilitate more objective decision-making around their design strategy.

Using design trends as stimulus and focusing on experts, rather than consumers, we gathered insights from opinion leaders. We synthesized these insights into design strategy frameworks and visually rich personas. As well as providing objective and authoritative opinions from leading local experts, we framed key issues and made recommendations that design and marketing audiences found illuminating and engaging.

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Capabilities:

  • Consumer research
  • Industry foresight
  • Market analysis
  • Tools and processes

Project type

Market studies

The most successful products transcend national boundaries by focusing on the things that different cultures have in common. However, these commonalities can’t be grasped without first understanding where the differences lie. Local factors often shift quickly, with popular stereotypes and conventional wisdom lagging well behind.

Having conducted many cross-cultural projects, we firmly believe in the power of combining local expert knowledge and data with an outsider’s eye. We synthesise key factors into  frameworks that contrast global commonalities with local differences and dynamics. We then to communicate the telling details by embedding them into rich human stories.