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As a global leader in computing innovation, Intel sought to understand how Moroccan consumers interact with technology and how media narratives shape perceptions of device ownership and adoption. This study was crucial for refining marketing efforts, enhancing public relations strategies, and strengthening Intel’s presence in the region. The goal was to shape public relations efforts by understanding consumer attitudes and media engagement with technology devices.
Intel faced the challenge of identifying key drivers and barriers to technology adoption among Moroccan consumers. The company needed insights into ownership trends, purchasing behaviors, and specific user pain points. Additionally, Intel aimed to tailor its public relations and marketing strategies to better align with local consumer needs, ensuring more effective messaging and outreach. They needed a robust dataset to guide product development, marketing, and digital transformation efforts.
To address these challenges, Intel conducted a large-scale survey targeting 2,500 Moroccan respondents aged 18 and above. Conducted in French and Arabic, the survey aimed to uncover trends in device ownership, duration of usage, upgrade preferences, barriers to ownership, and user experience challenges. These insights enabled Intel to refine its PR campaigns, align messaging with consumer expectations, and identify key areas for product improvement.
The survey explored key aspects such as device ownership, usage duration, upgrade intentions, barriers to ownership, and user experience challenges.
The collected data provided actionable insights that shaped the company’s public relations strategy and media outreach efforts. Intel leveraged these insights in several key ways:
Enhanced Media Messaging: The company refined its public messaging, ensuring that media narratives aligned with consumer expectations and addressed key concerns.
Informed Public Relations Initiatives: The findings allowed for targeted PR campaigns highlighting product advancements and addressing user concerns directly in media interactions.
Strategic Media Engagement: The insights enabled more impactful media placements, increasing engagement and strengthening brand positioning in the market.
The research conducted in collaboration with Averty played a key role in shaping media conversations, generating significant interest and securing extensive coverage across more than 39 publications. The insights provided by the study resonated with journalists, leading to fact-based reporting across various media types, including print, online, and broadcast. This widespread attention reinforced Intel’s positioning as a thought leader in technology adoption and consumer behavior.
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