Positioning a Next-Generation AI Device for ProSumer Audiences
Rapid advances in processing power and intelligent computing have expanded what personal devices can deliver. As a global technology company prepared to launch a new AI-enabled PC, the team knew breakthrough capability alone would not guarantee audience connection.
Designed for Creators, Gamers, and Developers, the offering needed to be positioned in ways that felt relevant and believable to each audience.
How We Got There
The Challenge
With one offering aimed at three distinct audiences, the client needed to understand how to position its capabilities in ways that would resonate differently across each group. Creators, Gamers, and Developers would each judge the device through the lens of their own workflows, tools, and expectations. The client needed to understand what would make the offering feel compelling, what would make it feel credible, and where the story could lose people.
What We Did
We brought Creators, Gamers, and Developers into in-person focus groups and put the device in front of them before the market ever saw it. As participants reacted to the offering and worked through real-world scenarios, we watched what grabbed them, what made them pause, and how they described the value in their own words.
We also tested different Reasons to Believe to see which kinds of proof made the positioning feel more credible, relevant, and worth paying attention to.
What Changed
The research gave the client a much clearer view of how each audience interpreted the device and what would make the launch story land. It showed where AI needed more practical framing, which proof points strengthened confidence, and how the positioning could better connect to the tools, workflows, and expectations that shape real-world use.
The result was a more grounded go-to-market direction — one that helped the client launch with greater clarity, stronger audience relevance, and more credible reasons to believe.
Details modified to protect client confidentiality.