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Design research and segmentation for Titan.

Background
Home grown watch brand Titan is one of the leaders in this market in India. Faced with the stiff competition from the foreign brands combined with an extremely aware consumer, Titan faces a challenge to re-interpret its brand USPs in the Young Professional segment. What are the trends in this segment? What design feature captures their mind apart from the brand name? What are the latent needs of 'personality' in this segment? These were some questions to start with.

Methodology
Onio followed its MUST method of design research. Market data was available a plenty from the client which needed a contextual analysis and connection with the Trends that Onio researches in the Indian market. User interviews were conducted in several cities following ethnographic methodologies. Consumer segments were re-defined following the INTENTIABILITY methodology, that uses 'Root-Connect' as a parameter to chalk out buying pattern. Onio also studied the RETAIL practices of Titan and conducted some intercept-interviews. An elaborate scan of parallel products and competition products was conducted.

Proposition
OnioNxt combined these diverse inputs to figure out the macro direction - Young Professionals are growing younger in their attitude. Onio proposed a number of design feature based directions to respond to the new dynamics of this market.

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