Michele Russo
Last Name
Russo
First name
Michele
Email
michele.russo@student.unisg.ch
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Item type:Publication, The 3 Types of Customers Who Buy Smart Products—and How to Market to Them(2025-11-04); ; ; A decade after Samsung’s Family Hub Refrigerator symbolized the smart home revolution, “smartness” alone no longer sells. Although the smart home products industry is projected to hit $537 billion by 2030, roughly three-quarters of projects still fail to deliver value. Part of the problem is that many brands rely on vague claims of intelligence—“advanced algorithms,” “deep learning”—without showing how products meet customer needs. The authors’ research, published in the Journal of Consumer Research, shows that this approach can hurt sales. Surveying 1,000+ customers across 31 categories, they identified three buyer personas: comfort-seekers (46%), purpose-seekers (18%), and efficiency-seekers (36%). Defined by how customers extract value, these groups differ sharply. Comfort-seekers prize ease and fun; purpose-seekers want mission alignment and data; efficiency-seekers focus on ROI and time savings. Success depends on tailoring design and messaging to each persona’s needs.Type:journal articleJournal:Harvard Business ReviewIssue:09 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Smart Products Report 2025(2025-04-10); ; ; The Smart Products Report, now in its third edition, is a representative study on the use and perception of smart products and AI in Switzerland. Smart products are devices that collect and process data to react to their environment. They are increasingly able to operate without human intervention, offering more efficiency and convenience while also raising concerns about privacy and loss of control. For the first time, the study includes insights on AI chatbots, such as ChatGPT, expanding its scope beyond the five core product categories household, entertainment, health and sports, home automation, and mobility.Type:monograph