Providing insight
into Indian smart tv
consumers
CASE STUDY
The Client
The client, an Asian MNC, is a leading player in the
consumer electronics space with a well-established
presence in India. With a revenue stream in excess of
USD 327 billion, the client...
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Providing insight
into Indian smart tv
consumers
CASE STUDY
The Client
The client, an Asian MNC, is a leading player in the
consumer electronics space with a well-established
presence in India. With a revenue stream in excess of
USD 327 billion, the client is a well-recognized household
brand. It also has a presence in enterprise segments such as
hospitality, healthcare, education, automotive and logistics.
Business Context
The company was looking to establish itself as the
leader in the smart TV market in India. For this, it needed to
understand, in-depth, consumers’ perceptions and usage possibilities
of technology through television. The company wanted detailed information on
consumers’ present interactions with and usage patterns of television, smart or
non-smart, and consumer expectations from the experience. The overall goal was
to understand the features used by consumers, their expectations, and through this
identify new features that would motivate users to purchase the compan
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