Localising connected trucks for the Indian market
going beyond the obvious cost reasons for lack of adoption to boost adoption
#ExperienceInnovation #Research #Strategy #Visioning
CONTEXT
Our client’s connected trucks while doing well globally, was not fining success in the Indian market. The hypothesis was that perhaps the cost of the connected track was concern. We were brought in to help determine the MVP and ways to reduce truck cost.
PROCESS
Pensaar Design carried out an in-depth qualitative research with truck owners, drivers and others in their ecosystem. We synthesised the research and co-created the market positioning strategy and redefined the connected track and its’ connected features. We ran behavioural based experiments to ensure we learnt and iterated on our market assumptions.
