Nokia entry market research

Nokia approached Seren with a project to help them introduce the Series 40 mobile phone platform into emerging world markets. Their aim was to understand how their customers were using mobile products and services (primarily on Series 30 handsets) and therefore how to migrate their user to the newer, Series 40 platform.

Seren completed field-work in Thailand, Kenya and China with 72 participants from households with less than $200 per month income. The study included an initial in-depth interview, followed by a 2-week diary study, and concluding with a face-to-face debrief interview.
The output from our work was a detailed list of design recommendations that addressed a range of key improvement areas for Series 40 devices.

12 November 2009