How an app transformed Brother’s office research

The office environment is changing and B2B research methodology has had to adapt accordingly, as simple site visits are no longer enough.

The sort of social awkwardness displayed in the TV series The Office hasn’t changed much since the UK original was first shown back in 2001. But the background environment has: the role of the printer is no longer the same.

In that series, as in most offices of the time, the printer played a particular role, being essential to getting work completed as well as acting as a meeting point for staff. Forget ‘watercooler moments’ – printer moments were more likely to be the reality.

The printer market back then was focused on adding features to products, an approach that...

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