Market Discovery: How can we help people to get off their phones and into the real world?
Digital addiction is a growing problem, now recognised by the World Health Organisation. It recently included ‘gaming disorder’, the inability to stop gaming into the International Classification of Diseases.
Digital technology is designed to facilitate addiction. Social networks, online shopping and games use techniques to keep users returning, including ‘scarcity’ - a status which is temporarily available; ‘social proof’ - where articles may be shared and retweeted and encourages users to read it; ‘personalisation’ - where the newsfeed is shaped around the user’s preferences and ‘reciprocity’ - to invite friends to get points and can be difficult to leave networks. Digital technology is designed to feel a sense of belonging and connection with others and the Fear Of Missing Out, if a user is not online.
Mediatas Ventures looked to develop a product range to address this problem. Research was conducted to create an in-depth literature review to inform personas, product development and an investor’s pitch-deck.
“This work has been invaluable in helping us assess and understand our market opportunity better and provided a level of professional support that we could never have imagined receiving in advance. I very much look forward to their continued support and expertise as we develop new products and widen our market.”
— Founder