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Idea Lens Case Study

Motorola Wireless Modules Unit develops wireless modules for the fast-growing M2M (machine-to-machine) market.
While the Motorola brand is globally recognized for mobile phones, the wireless modules unit needed to develop a distinct strategy to increase awareness of its presence and strengthen the perception of its product portfolio among customers and influencers, while effectively positioning Motorola as a valuable partner.

Ruder Finn Israel was selected by Motorola to conduct the proprietary “Idea Lens,” – our comprehensive, qualitative Market Intelligence project often used as a foundation from which a synchronized communications strategy is developed.
The Idea Lens project provides on an “industry snapshot” covering a multitude of elements essential to any business, including clients’ product, technology, corporate position, target audiences, competitive analysis, evaluation of market trends, drives and deterrents. Such a project also identifies industry-specific idiosyncrasies as well as tactics to enhance communication, integrated into a short-and long-term marketing plan.
Because an Idea Lens is a qualitative analysis of the challenges the company is facing, it is best conducted by an independent and unbiased party like Ruder Finn.
The Idea Lens methodology includes primary interviews with key executives, media and analysts, competitors, customers, potential customers, and other market influencers, supplemented by the highest quality of secondary research. The process outlines those criteria considered to be Critical Success Factors, highlights Competitive Advantages and identifies Unique Selling Propositions.
The Idea Lens initiative acts like a mirror – reflecting an image that demonstrates how key audiences perceive Motorola’s products, corporate identity and current position, with recommendations on how to improve that image.

Motorola Wireless Modules Division accepted and implemented our recommendations, based on the Idea Lens project.
New marketing materials, tradeshow booth imagery and advertising were developed with accurate and consistent messaging, translated across the globe.
Through the Idea Lens process, Ruder Finn developed a robust foundation that provided the company with a summary of key findings. This generated an opportunity for discussion, coupled with our recommendations of strategy and implement-able plan of action to ensure consistent, momentum-building communication to target audiences.