ACER: New Market Entrants

Market research project at SIS International

Acer strategically targeted the U.S. market, focusing on college students and young professionals. By leveraging a multi-channel approach—using social media platforms like Instagram, TikTok, LinkedIn, and Facebook, along with online communities such as Reddit and professional networks—Acer was able to recruit a diverse group for surveys, focus groups, and interviews. These efforts provided valuable qualitative insights that helped refine product features, messaging, and marketing strategies.

To incentivize participation and ensure high-quality feedback, Acer offered rewards like gift cards and other compensation. From this research, Acer gained the following key insights:

• Brand Perception: Understanding how Acer stacks up against competitors like Dell and Lenovo

• Product Priorities: Identifying key factors such as performance, battery life, weight, and price

• Purchase Drivers: Highlighting the importance of affordability, brand reputation, and practical specifications

• Common Challenges: Addressing concerns related to portability, battery life, and cost

By analyzing emerging trends, recurring preferences, and pain points, Acer was able to derive actionable insights. This research not only helped tailor Acer’s products and messaging to better meet the needs of the U.S. market but also played a critical role in their successful market entry among college students and young professionals.