The Magic MIC (KHM-100)

Challenge: Discovering Target Consumer Insights Without Being in the Target Country

The biggest challenge of the project was discovering target consumer insights without sending the design team to the Philippines due to budget constraints. The only available source of consumer insight was the overseas marketing team's research reports from Kumyoung Entertainment, which were focused solely on marketing purposes—not product design and development.

The good news is that the design team found a few Filipino communities and churches in Korea and had the opportunity to visit them all to gather product-related consumer insights.

Listening to the Voice of Target Consumers to Develop the Ideal Product for Them

The design team visited more than 10 different Filipino communities and churches, interviewing over 100 Filipino individuals to gather their opinions on karaoke systems in general and to gain deeper insights into the all-in-one handheld microphone type.

The interviews included open-ended conversations using a few competitor products, as well as structured surveys based on initial design explorations covering overall form, CMF (Color, Material, Finish), and button layouts.

Designing with Target Consumers

Design concept development was carried out entirely based on insights from target consumer interviews and preference research. The design team continued conducting consumer interviews during each phase of concept development and refinement to further validate and incorporate consumer preferences. This process allowed the product to be designed with the target consumers, providing an opportunity to integrate their preferences as much as possible. It significantly increased the likelihood of market success by building deep empathy with the intended audience.

The final design concept was selected by 85 out of 100 Filipino participants, demonstrating that the overall design process was effectively aligned with the needs and preferences of the target consumers.

The Best Answers Always Come from Actual Consumers and Users

“The Magic MIC” (KHM-100) was designed entirely based on the opinions of target consumers. It received highly positive feedback from Kumyoung Entertainment’s overseas marketing team’s initial research on consumer purchase intentions. Consumers co-designed the product alongside the designers—creating something they truly wanted. Now, it’s time for them to enjoy what they helped bring to life.

Enjoy Karaoke at Home in the Simplest Way Without Bulky and Complicated Machines!

You can now enjoy karaoke at home in a magically simple way with “The Magic MIC” (KHM-100). It requires only 9 steps from setup to singing—no bulky or complicated karaoke machines needed. “The Magic MIC” (KHM-100) will elevate your party in a simple and easy way.