Attitudes and opinions of retailers and mobile phone user/choosers.
Business Challenge
To establish trade and customer attitude and opinions to a mobile phone launched 6 months earlier and to use the information as a basis for future marketing and product strategy developments.
Solution
Two-stage approach comprising 200 face-to-face interviews with mobile phone users and 3 focus groups with consumers, retailers and retail sales executives. The interviews were followed by a multivariate analysis stage for Conjoint analysis and Segmentation analysis.
Results
Feedback enabled the product strengths and weaknesses to be identified as well as comparisons against competitor products. Priorities were also identified for feature / price comparisons so prioritising future feature and design developments. In addition the requirements for a successful market introduction were identified both with consumers and with the trade.
