Don’t Just Design Surveys for the Data — Design for the People Giving It (That’s How You Get Better Data)
January 12, 2025
The AI Productivity J-Curve: Why Implementation Matters More Than Ever
August 12, 2026Don’t Just Design Surveys for the Data — Design for the People Giving It (That’s How You Get Better Data)
January 12, 2025The AI Productivity J-Curve: Why Implementation Matters More Than Ever
August 12, 2026Case Study
From Insights to Action: Scaling a Global Smart Device Brand
About the Client
The consumer insights team at a leading devices company wanted to understand consumer perceptions, identify purchase barriers, and evaluate new product concepts to guide innovation in the smart home category
Objectives
- Evaluate device concepts for clarity, appeal, and purchase likelihood.
- Explore consumer perceptions, adoption patterns, and the role of connected technologies.
- Identify barriers, motivations, and usage scenarios across segments.
Key Strategies Implemented
MaxDiff Analysis
Prioritized features and concepts by forcing trade-offs, revealing which attributes consumers value most and how preferences differ across segments.
Message Highlighting
Consumers highlighted positive, negative, and confusing words/phrases within concept descriptions. Revealed how wording directly shaped appeal, clarity, and invasiveness perceptions.
Followed by an open-ended question probing about what they liked most and least about the concepts.
Opportunity Analysis
Leveraged grid question evaluating usefulness and invasiveness of the concepts. Mapped out concepts’ usefulness & invasiveness indexes by consumer segments.
Impact
- Prioritized innovation by identifying the features and concepts with the strongest consumer appeal.
- Refined messaging through highlighting analysis that showed which words resonated and which created confusion or concern.
- Addressed barriers to adoption by uncovering key objections such as privacy, cost, and perceived need.
- Segmented opportunities with insights into motivations and usage scenarios across different consumer cohorts.
- Enabled confident decisions on product positioning, resource allocation, and market readiness