For five years running, Market in View has conducted this tracking study on a semi-annual basis to gauge consumer reaction to a range of pre-commercial devices. Moderator led interviews were used to assess the feel-in-hand and visual aspects of style and design. Analysis yielded information critical to device selection, development and future commercialization plans.
|completion date:||April 2013|
|the approach:||Groups of consumers participated in both a hands-on evaluation and a computer-based survey of device models with proposed price/features lists. In-depth, two-on-one interviews allowed moderators to record consumers’ spontaneous verbal feedback about the devices. Market in View implemented a number of protocols to ensure the security and confidentiality of the devices.|
|the results:||The study uncovered clear trends in the appeal of specific devices and underscored the importance of certain features and design elements. The report included detailed results for each device group, and individual device snapshots condensed key metrics and their drivers, as well as revealing the most appealing device within each category. Based on analysis of study data, substantiated recommendations were provided to support device selection for commercialization.|