STBY conducted a qualitative consumer research for Sony, exploring opportunities for new service concepts beyond their traditional market. The client team from the Sony Design Center in Tokyo was keen to ascertain how external user research in the early stages of a service design process can guide the identification of user needs and idea generation for new service concepts. The work consisted of preparing the research methodology, recruiting the research participants, running the User Lab, clustering the documentation, generating the insights, identifying the opportunities and exploring the concept ideas.
Role: research manager
Qualitative consumer research