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Type: Research and Strategy Project
Year: 04.2018-08.2018
Tutor: Dipl. Des. Anne Kurth
Project support: Daniel Urban (Dipl.Des. / MBA)
Work: Group work
Background Infos:
This project was cooperate with Teufel GmbH. Teufel loudspeaker GmbH is a german manufacturer of audio and Hifi-product based in Berlin. There have 200 employees, the main consumer group is middle-aged men. Teufel hopes to expand new user groups and markets, so they cooperated with us and try to more understand the new target groups.
Our team has 9 members, each of us with different professional background, such as Product design, Industrial design, Design- Ingenieur Mode, Communication design, Photography and International business administration.
In this project, we focus on the research of brand and new target groups, then find the practicable concept from product opportunity.
BRAND
we first communicated with innovation manager and customer insights of Teufel, then went to Berlin to have a workshop with Teufel's employees. We use "Future Room" try to understand the brand and future vision.
RESEARCH
research and compare with competitor in children's audio markt，better to posit the brand,
understand current and future markets. These results are help us to adapt the strategies in our roadmap.
Userresearch
children in different ages have their own characters, so the target group is divided according to age group. We went to kindergarten to make workshop and used different ways to get in touch with different age group.