Customer research

Marketing strategy advice for Wacom's consumer brand

Master thesis (2011)

Contributors

M.C. Saaksjarvi (mentor)
Programme
Master of Science Strategic Product Design (IDE) (TU Delft)
Copyright: Campus only
Wacom Customer research Intrinsic motivation Personas Qualitative studies Strategic advice
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Published Date

30-03-2011

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Programme

Master of Science Strategic Product Design

Abstract

Wacom, the renowned pen tablet manufacturer pursued a better understanding of consumer customers. The project aimed to develop a framework to understand them. The nature of this quest was exploratory. Project outcome was not meant to be conclusive but illustrative. Wacom exposed a somewhat vague idea of consumer customers. Project's approach understood consumers from their particular motivations to perform computer activities. It was proposed to investigate activities real people performed. In doing so it was meant to find elements explaining why consumers engage with computer activities. The latter involved designing and conducting a thorough qualitative research.