Applying advanced research methods to new business in emerging markets
Challenge
As a leader in server technology to medium and enterprise business, Intel was interested in offering server technology to the rapidly changing small business segment in China. To fully appreciate the marketing challenge, Intel had to fully understand their customer needs. Intel had to minimize risk in the complex opportunity that China offers. Having been selected as vendor of choice on numerous other projects, Intel turned to Experience Dynamics for expertise.
Approach
Benefits
Intel had questions about user behavior in new emerging markets, but lacked the behavioral insights into motivations, habits and attitudes.
- Do small business owners know what a server is?
- How should Intel server solutions be positioned given a 60% or higher piracy rate in China?
- What do users need to understand the value proposition of a server?
- What specific problems are users trying to solve to keep their businesses running, in different niche industries?
- Which usability methodology should the team use? Which research techniques are appropriate?
Experience Dynamics conducted a custom two-day seminar called ìDemystifying Personasî, followed by a hands-on field study. Intel was looking to connect deeply with users in various cultures that were trying to solve the business problems Intel servers accommodate, for example: running a start-up company in Russia, hosting gaming in a cyber-cafe in Beijing, providing software to clients globally from India.
The personas seminar was organized around two main themes:
- Personas as vehicles to connect with the diverse audience needs of users in emerging markets like China, Brazil and Russia;
- Personas as design tools to help prioritize features and functionality both in hardware and software design.
The Intel team were taught what personas and user research methods were, how and when to best use a specific technique, what to expect when dealing with users in different cultures, how to best conduct rapid usability research on the ground in challenging environments.
Exercises gave the team a chance to practice the skills and trouble-shoot questions for the upcoming field research.
- Intel's server division has a greater team understanding of usability research techniques and how to benefit from personas research.
- The personas training provided the team with a common language and research plan of attack, minimizing internal risk, delay and confusion.
- By taking a cultural and behaviorally sensitive approach to understanding user needs and priorities, Intel has been better positioned to respond to opportunities and issues that have arisen, helping improve time to market.
About Intel
Intel Corporation is the world's largest semiconductor company and the inventor of the x86 series of microprocessors, the processors found in many personal computers. Intel'ss revenues and assets are worth $35.7 billion.
Find out more about the usability training Intel requested
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