MROC Case Study - T-Mobile Sidekick Hub
Overview & Objectives
T-Mobile had a hit device in the Sidekick, but needed to better understand what these Sidekick users were really like and how the device fit into their highly connected and "on the go" lifestyles.
MROC Approach
To help keep a finger on the pulse of this audience and inform the development of future versions of the Sidekick, PluggedIN built a custom, ongoing market research online community for T-Mobile. The community consisted of approximately 150 targeted Sidekick users who were invited to participate in weekly activities around a range of topics, from how they use the device to brainstorming ideas for future features and upgrades. PluggedIN's team of community moderators facilitated the conversation and prepared reports for T-Mobile that helped fuel decision making.
Results
With the insights that emerged from the community, T-Mobile was able to develop future versions of the Sidekick that took into account the needs of this important target audience. The findings also provided ideas into communications themes that resonate with the Sidekick target audience.