Google wanted to understand who might purchase its home assistant devices, and which product features would drive purchase, in key markets across EMEA.  We used key drivers analysis and a bespoke trade-off approach to prioritise product features, and audience modelling to assess whether claimed purchase intentions aligned with use cases, to estimate take-up.  From qualitative interviews we gained a detailed understanding of the motivations and behaviours of target audiences, and a picture of how home assistants could fit into their lives.