Why consumers’ needs, lifestyles and routines matter.
Guardian 8 is a provider of professional non-lethal self-defense devices. There are many personal competitors providing such devices, but few address the challenges of the consumer. People want safety and security in their lives, but cannot find the personal safety device to fits their needs, lifestyle and routines. Guardian 8 came to ATOM to uncover insights in personal safety and learn how to best expand into the consumer market.
Concept Development via STREAM Research – Research, design, and development occurred together through an iterative process. Engaging consumers nationally through a private online community, ATOM created a methodology to learn about the consumers’ needs, lifestyles, and routines as they related to personal safety and protection to inform product solutions. To expand on our understanding, we consulted with an expert panel of professionals in psychology, domestic violence law, law enforcement, military, and self-defense training to comment and discuss the outcomes from our analysis. The study resulted in more than 160,000 data points collected from nearly 600 participants.
- The initial part of the study focused on secondary research to define the product space, standards, and gaps. Primary research was focused on genuinely understanding the safety concerns of participants, current methods self-protection, and perceptions of feeling and being secure.
- Research efforts allowed us to define key personas and define product solutions that met the needs of different user types. Concept validation methods involved Max-Diff, structural equation, and participatory brainstorming charrettes.
- The data collected over the course of the study was incorporated into our situation analysis, market segmentation, positioning map, pricing strategy, and product ideation. In 22 weeks we identified 10 clear insights about consumers’ personal safety. Seven different types of personal safety concepts were conceptualized to cater to the individual needs of the varying segments.
The top insight voiced by 89% of participants, was “fear that the personal safety device will be used against them by an assailant”. Also, consumers were more interested in personal safety devices that are familiar, discrete, and accessible. The combination of these design considerations provided confidence and peace of mind; two very important emotions in purchasing decisions for personal safety devices.
LONGITUDINAL ETHNOGRAPHY | GROUNDED THEORY | CONCEPT EVALUATION | ACTION RESEARCH