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Case studies

Building the dream of a connected home

Informing a whole-home marketing strategy for a major smart home brand, including helping determine the story to use in marketing, audiences to target, and products to prioritise.


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).