Sales of traditional boat mounted fish finders are limited to a small percentage of boat owners. Because of this, Humminbird was eager to commercialize wireless sonar technology to enable people without boats to use fish finders. The new technology paired a castable wireless sonar buoy with a shore based portable display.
Humminbird worked with Formation to understand how the new technology could be configured and how it would be used. Formation designed and prototyped a range of configuration models then used them in contextual research with anglers at lakes throughout the Southeastern United States.
Research findings indicated a strong preference for wrist worn and rod mounted variations. Based on the research, Humminburd entered the market with RF20 rod mount and RF30 wrist worn options. Both have received multiple industry awards and continue to enjoy strong sales.