This quantitative, online study surveyed 1300 tablet owners regarding a recently launched, highly anticipated tablet computer. This study evaluated key device metrics, purchase experience, and customer perceptions concerning the tablet’s performance, the service provider and the cellular data network performance.

service: Quantitative
completion date: April 2012

the approach: Shortly after product launch, Market in View conducted an online survey of customers who recently purchased a specific tablet computer and activated a data plan. A tablet friendly format was used for the survey and participation rates increased.
the results: By capturing and measuring the opinions and perceptions of these tablet owners, Market in View gained insights regarding all aspects of this launch and the intricate relationship between the tablet, the service provider and the network. Based on analysis of data from the initial purchase considerations to current tablet usage, recommendations were presented that will improve the future market positioning of this tablet and the associated service plans.