Client Context
One of the world’s largest technology companies was facing pressure from new AI players, who were quickly looking to steal share from the company’s flagship platform.
The Business Challenge
Our client sought to change customer mental models of their core product—how consumers think about its place in their daily lives—to better align with the realities of its rapidly changing technical capabilities. If not, they risked being left behind as consumers moved from first-to-market habits to newer platforms that they believed were better.
Capabilities Applied
- Drivers Analysis
- Mental Models
- Brand associations
Approach
Through a combined qualitative and quantitative research program, including in-depth focus groups and a large-scale survey, HawkPartners identified where product perceptions aligned with its capabilities, where perceptions fell short, and how these gaps differed across key audiences. We then created a framework in collaboration with our client’s team to align on key dimensions important to consumers and to the product’s success.
This mental model framework became a new, actionable way to measure campaign success: clarifying how well campaigns shifted understanding, strengthened associations, and helped the brand compete against emerging platforms.
Impact
Our insights provided prioritized guidance on which customer mental models to reinforce, reshape, or evolve—ultimately shaping product, messaging, and activation strategies to close the perception gap and strengthen the brand’s leadership in the space.
