Create products users simply can't live without
Create the products that define categories and capture markets. We uncover the deep behavioral patterns and unmet needs that most research misses—insights gathered in real-world environments where your products actually live. This behavioral intelligence transforms good products into must-have experiences that drive adoption, loyalty, and sustainable revenue growth.
Case studyUnlocking breakthrough growth in AR through behavioral insight and strategic co-creation
Challenge
A global telecommunications leader recognized that incremental innovation would no longer sustain growth. With saturation in traditional business sectors, the company set its sights on the emerging augmented reality (AR) space as an opportunity to redefine its consumer strategy. But taking a leadership position in an evolving and unpredictable market would require more than trendspotting, it would require behavioral insight into unmet needs, authentic user contexts, and the moments that could drive market disruption.
Solution
We were engaged to partner in co-creating a roadmap for breakthrough innovation in the AR space. In collaboration with our design partner, The Office of Experience, we conducted a comprehensive behavioral research initiative that extended far beyond traditional market analysis. We focused on identifying how consumers interact with technology in real-world contexts, revealing not just what users say they want but also how they behave, what they struggle with, and where untapped value could be delivered.
Through this lens, we examined market dynamics, emerging technologies, and cultural signals across mobile phone and wearable AR use cases. We uncovered seven high-growth opportunity spaces, each grounded in observed behavior and unmet needs rather than assumptions or existing product frameworks.
From these insights, we developed and refined over 100 concept ideas ranging from immediate enhancements to visionary product experiences. Each concept was mapped to business modeling considerations, including feasibility, market readiness, and long-term strategic fit. Importantly, these weren’t blue-sky ideas; they were actionable innovations rooted in the lived experiences of users.
Impact
What began as a search for ideas became a strategic framework for category creation. Our research didn’t just inform product innovation, it shaped a new way for the client to think about opportunity: as a function of behavior, not just technology.
Key outcomes included:
- Identification of 7 opportunity spaces with high strategic relevance and growth potential
- Generation of 100+ unique AR concepts linked to real-world behaviors and market needs
- Actionable long- and short-term recommendations to guide innovation roadmaps
- A behavior-based foundation for internal innovation teams to test, evolve, and scale ideas
Result
With our guidance, the client moved from abstract aspiration to tangible opportunity, positioning itself as a first mover in a dynamic space. The research served as a catalyst for product strategy, internal alignment, and new investment. By focusing on how people behave, not just what they say, they uncovered the insights needed to create the kind of breakthrough products that don’t just compete in markets—they define them.