The biggest innovations always begins with big insight

The brief

Sony Ericsson engaged us to help them understand UK camera phone users better. How do they behave? What do they want, what do they not want? What fresh insight and information could we give them to challenge their assumptions? 

What we did

Using a range of ethnographic research techniques, diaries, shadowing, interviews and discussion groups, we put together a record of phone users at work, at home and at play. From heading off on a girls’ night out to accompanying a car salesman for the day. We studied how people’s camera phones fit into their lives. And then we got them to come in and discuss this all with us. We then put our findings together to create a detailed analysis of this data to create a set of user scenarios for Sony Ericsson to base their future designs upon. 

Result

The understanding of the UK market we provided Sony Ericsson with gave them a whole set of new insights to draw upon for all their future strategies for the UK market.