With Aurora, Doro is bridging the digital divide for seniors – and Augur’s insight-driven strategy helped ensure a launch rooted in what really matters.
Smartphones have become an increasingly integral part of everyday life, but a significant portion of the elderly population is still struggling to use the devices. Not only does this deepen the digital divide in society, but it also creates unnecessary frustration – both for the seniors themselves and for their close relatives who they rely upon for everyday tech support.
Based on this insight, Doro set out on a mission to offer a truly smart smartphone for senior users. The result is the new Aurora range, launched in May 2025. These smartphones combine the full capabilities of mainstream devices with a design specifically tailored to the needs of older users. The Aurora range places a strong focus on security, simplicity, and safety, and includes thoughtful adaptations for reduced vision, hearing, and dexterity.
Our contribution: Insight-Driven Launch Success
To help make Aurora a success, Doro partnered with Augur to uncover deep, actionable insights through a mixed methods approach.
- Step 1 – Understanding the Challenge: We led in-depth focus groups and interviews with seniors and the relatives who support them, mapping both the pain points and the “joy moments” of smartphone use.
- Step 2 – Validating the Opportunity: We ran quantitative research in key European markets to measure demand, uncover adoption barriers, and refine Aurora’s positioning.
Outcome: An Evidence-Based Strategy Driving Market Success
A clear, evidence-based strategy that shaped Aurora’s entire marketing campaign – from the big-picture messaging to the specific features highlighted for different audiences and markets. The result is a launch rooted in what truly matters to both the seniors who will use the phones, and their loved ones.
If you're interested in learning more, don't hesitate to drop us an email. Please contact Tove Lindén at tove@augur.se.