For the past year, concerto marketing has been involved in a research and strategy project on behalf of Intel. Working with their partners Ironhorse Interactive and Hill & Knowlton, this research has been used to help improve the computer category and the purchase process.
The research used morphology to better understand the deeper motivations behind computer and consumer buying habits. Through the research we uncovered unique purchasing drivers that all computer buyers fall into – from Power & Play to Practicality & Organization.
With these drivers understood, consumer needs were mapped out and Intel developed a companion purchasing tool, available at GreatComputing.ca. This tool has taken findings from the study and created distinct personas and questions, designed to match people to their perfect computer.
Below is a video of Cassey Tan on ATV discussing how this research, and the online guide, will help people find the perfect PC gift this holiday season:
