It’s time to buy a new computer. But with so many options available, how do OEMs help buyers narrow the field to the device that fits their needs? A premium device manufacturer sought to simplify device buying by updating their retail SKU placemat, increasing emphasis on form factor over product brand. The marketing team initiated rapid response research to validate this new direction, and our team got to work.

After our overnight poll showed the next-gen placemat lagged behind the current version, we helped the marketing team reset their direction. Using the voice of the customer and our combined decades of knowledge in retail experience, we identified clear organizing principles for the highest-priority information, and recommended which design elements to keep vs cut.