Navigating Consumer Insights in Smart Tech

This chapter explores the pivotal role of market researchers at Roku as they navigate the complexities of consumer preferences in the streaming and smart TV sector. It highlights the blend of quantitative and qualitative research methods, showcasing how real-life anecdotes and behavioral data enhance understanding of user motivations. The discussion also touches on the challenges faced in data collection during the COVID era, emphasizing the ethical considerations inherent in passive data gathering.