Market in View investigated the reasons why customers did or did not use a setup application that came preloaded on many devices. By analyzing why some consumers used the application and others did not, consumer likes and dislikes, and the reasons leading a person to abandon use after starting the set-up application, an understanding of needed awareness and improvements was gained.

service: Quantitative
completion date: May 2014

the approach: Market in View evaluated numerous attributes surrounding consumer attitudes toward this setup application. By studying application users, non-users, and failed users, clear understandings of the pros and cons for this application were revealed. Analysis defined the specific motivations and barriers to use for this application. Profiles for these customers were developed to aid in promoting benefits of using this application.
the results: Market in View provided recommendations based on the three classes of users and their success or frustration with this setup related application. These recommendations led to improvements for the application and its continued use on mobile devices.