This smart home manufacturer’s marketing strategy had focused on single product sales, resulting in low profitability and a competitive disadvantage. The solution to this was to move to a whole-home strategy, but how?
MTM used a multi-staged approach, including qualitative interviews with industry experts and in-home consumer visits, to uncover needs & barriers. This led to the development of whole-home marketing propositions, refined via focus groups. Finally we ran quantitative surveys with smart home product owners & considerers, using advanced statistics to identify the likely journey towards a whole-home connected vision and key audiences to target.
Research led to the development of a playbook to inform marketing strategy for the full smart home product portfolio, and the study provided deep dives for different product verticals (e.g. security).