Nothing

Brand research study for Nothing, the London-based challenger smartphone brand, examining what stands between its design-led niche success and mainstream adoption.

Mixed methods: secondary market analysis, a quantitative survey fielded across the UK, India, and US, and a proposed round of depth interviews with aware non-buyers.

The survey surfaced one number that matters more than the rest: 44% of respondents don't know enough about Nothing to consider buying one. Awareness, not product, is the barrier.

Findings and recommendations packaged as a 16-slide research deck.