ICP 1: The Tech Head

<aside> <img src="/icons/user_gray.svg" alt="/icons/user_gray.svg" width="40px" /> Age: 25-35

Location: Tier 1

Income Level: 30-60L+ PA

Household: Married, dual income with a parents who live separately

</aside>

Brag-worthy Factor

Smart home solution

Technical Sophistication

High

often prefers centrally automated smart home solutions if moving into a new home, retrofitting if renovating

<aside> <img src="/icons/brain_blue.svg" alt="/icons/brain_blue.svg" width="40px" /> Psychographic traits

• Lifestyle choices include being an early adopter of the newest tech on the scene
• Open to smart home solutions and can tend to prefer central automation </aside>

<aside> <img src="/icons/emoji-disappointed_pink.svg" alt="/icons/emoji-disappointed_pink.svg" width="40px" /> Pain points and needs

• Outdated technology
• Chunky, noisy and unaesthetic appliances
• Lack of reliable homegrown brands </aside>

<aside> <img src="/icons/shopping-cart_green.svg" alt="/icons/shopping-cart_green.svg" width="40px" /> Buying behavior

• Buying triggers: wanting to experiment with a new product in the market like adopting a smart home solution
• Discovery is largely via self-research in the form of articles, reviews on YouTube, marketplace reviews, etc.
• The final purchase will typically be online. </aside>

<aside> <img src="/icons/conversation_purple.svg" alt="/icons/conversation_purple.svg" width="40px" /> Communication channels

• Tech-first social media accounts or publications
• YouTube, Twitter </aside>

ICP 2: The Value Conscious

<aside> <img src="/icons/user_gray.svg" alt="/icons/user_gray.svg" width="40px" /> Age: 35-45

Location: Tier 1 & Tier 2

Income Level: 20-40L+ PA

Household: Nuclear family

</aside>

Brag-worthy Factor

Remote controlled

Technical Sophistication

Low

open to smart home solutions if it saves money

<aside> <img src="/icons/brain_blue.svg" alt="/icons/brain_blue.svg" width="40px" /> Psychographic traits

• Adoption of new products is slow and gradual
• Needs a good cost:benefit ratio
• Convenience is another key consideration </aside>

<aside> <img src="/icons/emoji-disappointed_pink.svg" alt="/icons/emoji-disappointed_pink.svg" width="40px" />

Pain points and needs

• Aesthetic appeal sacrificed for price
• High power costs, especially during summer </aside>

<aside> <img src="/icons/shopping-cart_green.svg" alt="/icons/shopping-cart_green.svg" width="40px" /> Buying behavior

• Buying triggers: moving into a new home or renovation
• Discovery is largely via recommendations by family / friends, or more commonly, shopkeepers, store managers, etc.
• The final purchase will be offline, at the outlet with the best deal. </aside>

<aside> <img src="/icons/conversation_purple.svg" alt="/icons/conversation_purple.svg" width="40px" /> Communication channels

• Offline branding
• Digital Ads
• Content types/format </aside>

ICP 3: The Energy Conscious

<aside> <img src="/icons/user_gray.svg" alt="/icons/user_gray.svg" width="40px" /> Age: 25-35

Location: Tier 1

Income Level: 20-60L+ PA

Household: Nuclear/joint family

</aside>

Brag-worthy Factor

Low Power Bill

Technical Sophistication

<aside> ◀️ Medium

enthusiastic about smart home solutions but will only purchase if energy efficiency or longevity is assured

</aside>

<aside> <img src="/icons/brain_blue.svg" alt="/icons/brain_blue.svg" width="40px" /> Psychographic traits

• Lifestyle choices include being an early adopter of the newest tech on the scene
• Open to smart home solutions and can tend to prefer central automation </aside>

<aside> <img src="/icons/emoji-disappointed_pink.svg" alt="/icons/emoji-disappointed_pink.svg" width="40px" /> Pain points and needs

• High power consumption
• Inefficiency of usage while operating on inverters and low-voltage </aside>

<aside> <img src="/icons/shopping-cart_green.svg" alt="/icons/shopping-cart_green.svg" width="40px" /> Buying behavior

• Buying triggers: high power consumption or moving into a new home/renovating.
• Discovery is largely via marketplace reviews and word of mouth.
• The final purchase will typically be online, but will visit the offline store before to speak with the store managers/brand representatives. </aside>

<aside> <img src="/icons/conversation_purple.svg" alt="/icons/conversation_purple.svg" width="40px" /> Communication channels

• Marketplace SEO
• Offline Branding
• Content types/format </aside>

ICP 4: The Brand Conscious

<aside> <img src="/icons/user_gray.svg" alt="/icons/user_gray.svg" width="40px" /> Age: 35-45

Location: Tier 1 & Tier 2

Income Level: 40-60L+ PA

Family Dynamic: Lives in a nuclear/joint family

</aside>

Brag-worthy Factor

Brand reliability & recognition

Technical Sophistication

Medium

open to smart home solutions if the technology is backed by legacy brands

<aside> <img src="/icons/brain_blue.svg" alt="/icons/brain_blue.svg" width="40px" /> Psychographic traits

• Adoption of new products is dependent on the popularity of the product
• Appetite to pay is high but also prioritise durability as a consideration </aside>

<aside> <img src="/icons/emoji-disappointed_pink.svg" alt="/icons/emoji-disappointed_pink.svg" width="40px" /> Pain points and needs

• Aesthetic appeal sacrificed for brand
• Limited choices </aside>

<aside> <img src="/icons/shopping-cart_green.svg" alt="/icons/shopping-cart_green.svg" width="40px" /> Buying behavior

</aside>

<aside> <img src="/icons/conversation_purple.svg" alt="/icons/conversation_purple.svg" width="40px" /> Communication channels

</aside>

A Deeper Look: