New Product Development – Ameeca

StoryPhones  – from concept testing to market entry for award-winning educational audio system 

Summary

• Proof of concept and market entry research,  followed by marketing strategy development and promotional planning, for new digital audio product for schools
• Proof of concept research was qualitative and quantitative(face-to-face depth interviews and UK-wide survey of primary and early-years teachers)
• Research results informed product design as well as market entry strategy and pricing, and helped secure substantial follow-on investment
• StoryPhones was launched in early 2009 and is now firmly established, with high levels of product adoption among UK schools and growing sales internationally.

StoryPhones  – the cutting-edge digital audio system for young children

StoryPhones is a highly innovative digital audio system, developed by Ameeca Ltd. (previously D & R Software) and intended to support literacy learning in primary schools and early-years settings. StoryPhones enable individual, small group or whole class learning, and can be used to generate user-recorded content, such as songs, nursery rhymes and, of course, stories.

StoryPhones comprises colourful, child-friendly, MP3-based headsets that are robust and easy to use, plus a base station to which they are linked remotely within the classroom. They are supported by a wide range of downloadable audio content that is available through the StoryPhones online store.

NPD research and strategy support

Within the new product development process, Ameeca needed reliable information to help assess market potential, inform marketing strategies and particularly to refine product features and pricing.

Research was needed at the proof of concept stage and in the months leading up to market entry. Key objectives for proof of concept research were to:

 Explore product applications 

• Gauge the appeal of the product concept to teachers responsible for literacy in primary and early-years settings
• Identify and assess competing products that teachers use
• Explore aspects of design (look, feel, functionality).

Ameeca also needed broader information upon which to base its initial marketing strategies. This included: motivators and barriers to purchase; frequency and quantity of purchase; preferred product features/functions; and expectations for price.

While Ameeca’s directors were familiar with research methods, they had never before commissioned market research. It was important therefore to find a research company with whom they felt comfortable.

Methods

At the proof of concept stage, Ameeca needed market insights that achieved both breadth and depth. Marketwise Strategies designed and delivered a two stage programme   of   qualitative   and   quantitative research among classroom teachers and head teachers. We followed this with workshop-style meetings with Ameeca’s directors, to shape and prepare a detailed marketing strategy and promotional action plan, with clear targets and timescales based upon findings from the research.

We interviewed 12 teachers, on-site, at schools in the North East of England; exploring their approaches to literacy teaching and the products that they used, and seeking their thoughts on the initial design concepts for StoryPhones. Outcomes from interviews were reviewed with Ameeca and implications were drawn for further research. This qualitative stage was followed by a quantitative telephone survey of over 100 teachers across England and Scotland. Findings were fed back to Ameeca via a detailed report and a review meeting.

Following successful development of StoryPhones product prototypes, Ameeca commissioned Marketwise Strategies to (i) carry out further research to inform market entry and (ii) to support Ameeca in developing a go-to-market strategy and a phased promotional action plan.