Understanding the reading market and the Spanish publishing industry to identify market potential and product definition for a digital device for reading.
A major technology company has detected a business opportunity in the digital reading market for Spanish-speaking countries. However they needed to establish the market potential and identify possible networks, supporters and opponents of the publishing industry for the introduction of a digital reader device.
Even though the product category already exists, our client wanted to introduce their device as a disruptive technology. That means, introducing it by improving the current products in ways that the market doesn’t expect, in this case by being low priced and designed for a different set of consumers.
The objective of the project was to determine the market potential and to generate strategies and solutions for a digital reader device for the Spanish-reading market.
We had a team of four in/situm’s consultants with design and social science backgrounds conducting the ethnographic research, analysis and innovation in Mexico and Hispanic areas in the US.
The research was planned to understand readers and key players of the publishing industry. Techniques included one-on-one interviews, shadowings, participant observation and contextual interviews.
By gaining deep understanding of the publishing industry, from the creation to the consumption of reading materials, and also by knowing in detail different types of readers and their practices our client could identify opportunities and paths to generate solutions and strategies for the develop of a a digital device for reading aimed to be introduce in emergent markets in the following years.