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, educaton, automotve and logistcs.
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 perceptons and usage possibilites
of technology through television. The company wanted detailed informaton on
consumers present interactons with and usage paterns of television, smart or
non-smart, and consumer expectatons from the experience. The overall goal was
to understand the features used by consumers, their expectatons, and through this
identfy new features that would motvate users to purchase the companys smart TV.
Email: info@prayag.com www.prayag.com 1
Email: info@prayag.com 2 www.prayag.com
Prayags Soluton
Prayag helped the company understand the actual usage and TV
watching behavior of the target audience, their appreciaton of
technology, and demands from the TV watching experience. For this,
Prayags research team conducted deep dive interviews across major
Indian cites and also interacted with retailers in the same cites. We
analyzed how the products were explained to prospectve buyers to
understand how consumers were educated about the product at the
tme of purchase, and later at the tme of usage.
During the consumer interviews, Prayags researchers got a frsthand
view of how people interacted with their televisions. In additon, the
team conducted focus groups with teenagers afer zeroing in on that
demographic as infuencers in a household for television purchase.
We also studied another subset - technology savvy individuals - to
understand how that segment used technology and television, and
what their expectatons would be from a smart TV.
Afer completng the interviews, Prayags team compared tech vs. non
tech savvy partcipants usage and based on the fndings, suggested the
following to make the companys product sought afer:
Apps to develop on the companys existng platorm
Additonal features that would increase its appeal to consumers
Benefts
Prayags fndings helped the company understand in detail the target
audience and their TV watching behavior - this aforded insights into
what the company needed to provide to the users ahead of the
curve.
Prayags insights helped the company in the design phase for its new
products. It helped them build market relevant features and apps
into their product.
Prayag Consultng Pvt. Ltd.
45/B, 2nd Floor, Front Wing, 1st Main, JP Nagar 3rd Phase, Bangalore - 560 078. INDIA
Phone : 080-41200439 | Tele-Fax : 080-26593328
Services
Provided
Market Research
Advisory Services
CASE STUDY