Rks Guitars' Design’s Consumer Research
Essay by Jennychao • June 2, 2017 • Case Study • 688 Words (3 Pages) • 1,790 Views
RKS Guitars
Consumer Behavior
RKS Design’s consumer research
RKS Design made an ongoing core group for six designers continued to sketch and design the guitar concept. Initially, the RKS guitar team used data from brainstorming sessions and on-the-ground research to provide a PA map for electric guitars. Furthermore, the RKS guitar team used consumer profiles to put the designer into the head of consumer. Additionally, the RKS guitar team created a day-in-life of the guitar player involved considering hypothetical user profiles based on RKS's initial market segmentation. Then, the RKS guitar team take the consumer as the hero, use the hero's journey to design a key attractor. Finally, the RKS guitar team invite Mason to involve in the design. In conclusion, the designer of RKS guitar team could be completely immersed in the context of the consumer to create RKS guitar. They are finding something deeper in RKS Design’s consumer research, so the consumer would trust their methodology.
Guitar market’s segment and development
Exhibit 1 The segment of guitar market
Novice and First-time player | interested in price over quality. association with well-know music stars. |
Hobbyist | a safe, reliable guitar at a low price point. |
Player | a “workhorse” guitar which was easy to play. sounded consistently good. |
The Professional | exceptional feel and playability. a great look, great sound. |
Collector | highest quality and well-engineered. the most expensive and exclusive guitar. |
The reason why the guitar market growing fast is that more people begun to buy guitars on a whim. In addition, people become to play the guitar as a hobby and more people begun to buy the guitar as a collection or a gift.
RKS Guitar V.S. Market demand
In a long time, no innovation in the guitar market, RKS made a new decision, they want to make an unprecedented new guitar. In their production process, they invited Mason to give them suggestions, so, a professional musician in the field to play the case will know the body and the most appropriate position of the instrument. Finally, they made a very ergonomic design of the guitar. In addition to playing comfortably, the sound quality is also a focus. The team also found new materials to improve sound quality. In a professional playing, people need a good guitar (enough ergonomic design), so that they forget to play the guitar when the presence, you can enjoy more focused on the performance. RKS made a new initiative, updated the traditional impression of guitar for everyone, but also increase the comfort of guitar playing. The market needs innovative design, they have done, but also through celebrity blessing, so that we have a new imagination on the guitar.
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