Case study: External Hard Disk Drives – Study of Consumer Buying Behavior for External Hard Disk Drive Launch in China

The challenge

A global leader in the design, manufacturing and marketing of storage products intended to expand its Asian footprint. It had plans to launch a new product in the China market.

The objective of the study was to test customers’ usage and attitudes with respect to the external portable hard disk drive (HDD) category in China. The findings would support us in successfully positioning and marketing our client’s new consumer storage product.

The process

Spire conducted secondary research to identify the most suitable cities in China for the launch of the new product. This was accomplished through analyzing key indicators of IT sales and penetration.

We then proceeded to carry out primary research involving intercept surveys at IT malls and student hubs, targeting at current and potential owners of external HDD devices. The targeted respondents were PC owners between the ages of 16 and 36 years. The sample size spanned 10 Tier 1 and 2 cities in China.

The results
Spire’s analysis supported the development of our client’s marketing and communications program for its new product launch, including the creation of optimal messaging for each targeted customer segment.

Project deliverables included a report providing segmentation analysis – characteristics of key segments by typology, product category, geography, usage and attitude towards the category.

In particular, care was exercised to demarcate the segments addressable by a branded HDD solution from those that were wedded to generic or self-assembled devices. The report also addressed customer decision dynamics, preferred channels and media/information usage.