Impact Summary
The study helped the client reposition feature phones with a focus on durability, value, and essential connectivity.
Client Challenges
Category relevance unclear
The client wanted clarity on category relevance in a smartphone-dominated market.
Limited understanding of motivations
They needed insights into awareness, ownership, and usage motivations.
Retailer sentiment unknown
They aimed to understand retailer sentiment toward stocking and selling feature phones.
LSE Approch
Primary Research
Conducted consumer and retailer interviews across 15 cities covering more than 600 respondents.
Retail Evaluation
Evaluated stocking patterns, brand engagement, and service expectations.
Category Analysis
Analysed positioning spaces such as affordability, reliability, and modernity.
Synthesis & Insights
Converted findings into clear insights and strategic recommendations.
Value Delivered
Complete Market Picture
Provided a complete picture of the category’s current and future relevance.
Repositioning Opportunities
Identified opportunities for repositioning around durability and practicality.
Stronger Trade Engagement
Delivered insights to improve trade engagement in tier-2 and tier-3 markets.
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