Logitech launched its first mobile stand-alone keyboard, which primarily targets iPad users, but also works with smartphones, smart TVs, and Android devices. To maximize the product’s opportunity, the team was looking at alternative targets and positioning, in addition to reevaluating the price point and distribution channels for the selected targets. Quantitative research was conducted on the target segment, but more information was needed to assess the current shopper experience in the context of the store and its product competitors.
- Pre-Shopping Research
- Product Findability & Barriers to Purchase
- Packaging, Positioning, & Competition