Product Usage/Purchase Case Study

Business Objective:

A manufacturer of computer hardware and peripherals was considering modifying the design of one of its printers and required a better understanding of customer needs to guide redesign efforts.

Research Objective:

CMI was enlisted to gather information about the context in which the printer would be used and the factors consumers considered in making a purchase decision.

Methodology:

One-on-one shops/interviews were conducted in several markets nationwide.  Each session consisted of visiting the respondent's home and/or small business to observe them in their workspace and then accompanying them as they shopped for printers.  Both observation and discussion were employed to uncover features that were important in the purchase decision.

The Result:

Findings from the qualitative and subsequent quantitative research resulted in the redesign of inkjet printers to have a smaller footprint.