When launching a new product in a new market, it pays to be well-informed. Kick off your launch in the wrong city, with the wrong target market and your product might fizzle. Start with the right customers in the right place, with excited buyers generating positive word of mouth and your launch might sizzle. A top voice communication hardware manufacturer needed to test its new data and voice device with target customers in South America. The company relied on MSI’s global expertise to help.

We started by focusing on a broad and traditional demographic-defined target audience. We then drilled down on concept interest and linked this concept acceptance to a wide range of psychographic and life style data. By linking consumer interest in the product to a broader attitudinal and behavioral profile of the potential target we were able to provide a holistic view of the opportunity. We sized the opportunity, further refined the target audience definition and helped drive the communication strategy. Further, we identified certain regions of South America where the concept was likely to fail.

The result was a successful introduction in markets where product acceptance was maximized – and our client didn’t waste marketing dollars in regions offering little opportunity.