Issue

A company wanted to understand how business users choose and use photo printers for professional-level photography.

Process

We recruited a 50-person, time-delimited community of business users from three markets. The community discussed product learning and selection and completed activities to identify usage patterns and future product design needs.

Result

Market Strategies identified strengths and weaknesses of the company's brand as compared to its competition. The results revealed desirable product improvements as well as strategies to enhance its brand in professional markets.

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