Bluetooth Special Interest Group
“Lux Insights is one of the best brand research firms that I’ve worked with in my 20-year marketing career. They are the definition of ‘buttoned up’ providing expert advice and recommendations at every stage of the process. They really listened to us throughout the project and provided an end report that was simple to digest, honed in on the key findings of the research and provided us with actionable recommendations for next steps. Would definitely work with them again.”
– Errett Kroeter
Former Vice President of Marketing
Bluetooth Special Interest Group
Former Vice President of Marketing
Bluetooth Special Interest Group
THE BACKGROUND
The Bluetooth Special Interest Group (SIG) oversees the development of the Bluetooth wireless technology standard as well as the licensing of its technologies and trademarks.
Having surpassed 20 years as a widespread consumer technology, Bluetooth’s capabilities and reach continue to evolve. As consumer technology penetration grows exponentially, it is essential for Bluetooth to understand its position among other wireless standards and carve out a differentiated, leadership position for the future.
THE GOAL
Identify the pillars of Bluetooth’s current position, diagnose brand health and reveal positioning opportunities that align with consumer needs for the future.
HOW WE GOT THERE
- Five-language, seven-country online survey with 3,000 consumers.
THE BIG IDEA
WHAT WE LEARNED
- Bluetooth is a ubiquitous technology and remains essential to consumers as adoption of devices shows no signs of slowing (the average consumer now has 4 connected devices, projected to grow to nearly 7 in the next five years).
- Bluetooth is uniquely positioned to support the consumer adoption of the Internet of Things, where vehicles, devices, appliances and buildings collect and exchange data to improve efficiency, accuracy and economic benefit.
THE RESULT
- Clear diagnosis on the current state of the Bluetooth brand vis-à-vis other wireless technologies.
Revealed new uses that matter to consumers that Bluetooth can leverage to grow with the Internet of Things and keep its brand on the leading edge. - Learning used by Bluetooth’s strategy partner Stoke, to create a unique brand position and new visual identity.
