Unlocking Consumer Insights with Smari

January 14th, 2026  |  Season 2  |  47 mins 45 secs

In this episode of the Hardtech Podcast, hosts DeAndre Harakas and Grant Chapman sit down with Katie Ittenbach and Mike York from SMARI to demystify the world of modern market research. The group discusses how research methodologies have evolved beyond traditional tactics and the specific mistakes hardware companies often make when trying to define their audience.

Beyond the theory, the episode highlights the importance of timing—knowing exactly when to engage in research and how to recruit the right participants. The discussion centers on a real-world case study involving HOOPTEQ, a startup creating a portable basketball shooting machine. By analyzing the HOOPTEQ example, Katie and Mike demonstrate how identifying an Ideal Customer Profile (ICP) and utilizing both qualitative and quantitative data can drastically shift a product's development trajectory and market strategy.