---
title: "Audience research for a new home-working product | antedote"
description: "Audience, concept and media research for a consumer technology company: who would buy a new home-working product in two markets, and how to reach them."
url: "https://antedote.com/explore-our-work/audience-research-for-a-home-working-product/"
author: "antedote"
---

# Working out who would buy a new home-working product

The person a product is designed for is rarely the only person who buys it. A consumer technology company was preparing a new home-working product for two markets, so we surveyed home workers in both and profiled its likeliest buyers.

**Client**
Consumer technology company

**Industry**
Consumer technology

**Kind of work**
Concept and product testing

**Our role**
Audience, concept and media research for a new product in two markets

## What happened next

The product later launched, and a further engagement followed.

## The question

As the company prepared to bring the product to two markets, marketing leadership needed to know who would actually buy it in each.

It also needed to know what would persuade those buyers, where to reach them, and how interest would change once people saw the price.

## Our approach

We surveyed people who work from home and help choose what to buy for it, in both markets.

Within each sample we identified the people who matched the design target, so the person the product was designed for could be compared directly with everyone else who might buy it.

Each person saw the product on video and in a short description, and said how likely they were to buy it, first with no price shown and then at a stated price. We read these as statements of intent, asked in a fixed order.

The survey also pictured people’s working lives at home, and where they look for advice and inspiration before they buy, so the plan to reach buyers came from the same people.

## What the team came away with

Marketing leadership had a profile of the likeliest buyers in each market, set against the person the product was designed for.

It covered what would persuade those buyers and where to reach them, with a channel and media picture for each market, built so the team could plan with both markets in view.

Who we heard from

People who work from home and help choose what to buy for it, in online surveys in two markets

## Related work

[View concept and product testing case studies](https://antedote.com/explore-our-work/?work=Concept%20and%20product%20testing#library)

- Smart home

    ### [Choosing how to talk about a new smart home security device](https://antedote.com/explore-our-work/positioning-a-new-smart-home-device/)

    The product later launched.

- Sports eyewear and wearable technology

    ### [Getting athlete evidence into Oakley and Intel’s development sprints](https://antedote.com/explore-our-work/what-a-wearable-coach-had-to-get-right/)

    Oakley and Intel launched Radar Pace.

**What we do**
[Concept testing and portfolio prioritization](https://antedote.com/what-we-do/concept-testing/)

## Developing new products or concepts?

We’d be happy to help you assess and improve them.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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