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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