Project Background: 

A top technology company was seeking support to better understand the challenges and opportunities for radically novel technologies going to market. The goal was to discover strategies and identify a path forward to widespread product acceptance and adoption. They were looking for insights that would inform their products' design and communication to the public. 

Approach: 

During the initial phase of our research, we conducted an internal knowledge audit to gain a comprehensive understanding of the existing internal knowledge landscape. This involved identifying current informational resources and evaluating any gaps in knowledge.

The second phase of research included a comprehensive collection and review of real-world case studies with the goal of understanding the historical trajectory of novel technologies entering the market, paying particular attention to the successes and failures of novel technologies to understand critical points of action.  

Lastly, we gained foresight by doing a deep dive with 10 uniquely qualified experts across various fields to ensure we collected comprehensive and diverse perspectives. The cross-pollination of ideas not only enhanced the quality of the research but also fostered a more comprehensive and nuanced understanding of why users adopt certain technologies and reject others. 

Insights & Impact:

The combination of synthesizing the trajectory of past technologies and the diverse viewpoints of experts promoted a holistic understanding of technology acceptance and rejection. With our deep and nuanced insights, we were able to create a strategic playbook that outlined 5 real concerns, key strategies, and proactive approaches that were tailored to achieve a successful (and ethical) rollout for radically novel technologies.

To help socialize insights, we created three infographics and a call-to-action documentary-style video in addition to delivering a full report that included a strategic playbook.