Unlocking the potential in emerging markets: HP Printers

Many of our clients are increasingly focusing on new and emerging markets to drive brand growth. HP were interested in the key emerging markets of EMEA, and needed to get to a deep understanding of how societal trends and advances were impacting printing habits in these countries.

We designed a tailor-made approach for this study combining online communities with creative focus groups conducted in Poland, Russia and Turkey.

We’re big advocates of online communities because they quickly and cost-effectively build context and an understanding of current behaviours. By using virtual ethnographies (videos and photo uploads, blogs and online diaries) we gathered rich content that we could share with the HP team.

Our creative focus groups then validated our findings as well as helped us to develop and refine communication strategies for the HP product range.

Finally we used our network of Associates to distil local and cultural insights. Their semiotics and trend analysis meant we could add another layer of local market understanding to our debrief.

And the result? A winning communication strategy, rooted in local market insight, which enabled HP to move forwards with a successful product range roll-out.

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