We conducted online depth interviews across 3 major Indian cities with competition brand users across use-cases (e.g. home security, elder care, baby and pet monitoring) and trigger points (e.g. theft in the neighborhood, word of mouth, anxiety during travel). Half the sample completed pre-task diaries with photos, videos, and voice notes of their camera setup, usage occasions, and reflected on recent interactions with their devices (what worked/didn’t work, etc.).

 

We explored purchase triggers, decision journeys, notification behaviours, feature discovery, storage and subscription usage, most- and least-used features, and consumers' vision of an ideal home security camera.

As part of a detailed topline, Meraki highlighted opportunities for the client to position themselves for differentiation, prioritise features based on daily value as per the use case, etc. Our insights helped the client design an entry strategy that is clued in to the wider category trends and consumer expectations (i.e. not limited to cameras alone).