Over the last three decades, technology has transformed the way we work, play, and communicate. Take GPS systems in automobiles, which provide drivers with navigation support along with a wide range of related information. Our client, who develops software products for computing devices, was considering whether to launch a new aftermarket accessory that would compete with current systems. The question for MSI: What is the likely size and nature of the market for the product in the US and six European countries?

We designed an approach that examined travelers’ needs, activities, and desired information when away from home. Based on this information, we identified and sized five traveler segments, then brought each group to life by describing how their motivations, attitudes, and behaviors affected interest in the accessory. Most importantly, our work defined a market prioritization strategy based on revenue potential, attitudes and behavior.