Market in View performs a quarterly tracking study to measure customer attitudes about different mobile devices following their commercial launch. This ongoing project began in late 2008 and provides a robust database of device comparisons.

service: Quantitative
completion date: January 2010

the approach: Approximately 4,500 prescreened and reconfirmed owners of study devices are recruited each wave via branded email invitation.
the results: This post-launch tracking study gathers feedback from a large sample of new device owners in order to examine perceptions across a range of assessment categories. The study examines key metrics, barriers to use and perceived value/expectations for each device. Participants describe purchase drivers as well as the influence of service provider on device purchase and retention. In addition to providing ongoing data about key metrics for device models, the tracking format of the study provides a database by which to compare like-devices that are released at different times throughout the year. As of March 2010, five full tracking cycles have been completed, each providing actionable data and recommendations for refining product offerings.