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Research Papers
Digital divorce or digital love affair - Understanding consumer needs by breaking down frontiers
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The use of Information and Communication Technology (henceforth ICT) products and services varies to a considerable degree. There are users who devour any innovation and would prefer beta versions to challenge both themselves and technology. Other users or target groups abhor such a situation. They experience innovations as overload, change as strain and beta versions as bane of technology. In other words: one person's benefit is another person's barrier. Behind it, there are differing value patterns and coping strategies which are decisive for the way ICT products, services and innovations are perceived and integrated into everyday life and thus made blockbusters or (regrettably more often) flops.
The study in hand reveals different patterns of use, motivations and barriers and contributes to a deeper understanding of target group specific benefits & barriers. Deutsche Telekom Laboratories uses these findings in order to develop target group appropriate ICT products, services and innovations, to appraise market potentials and to design marketing measures geared to the target groups.
The task of market research doesn't end with testing existing things (passive function), but extends to being an integral part of product development, product improvement and marketing optimization. This can (first and foremost) be achieved because we always have our sights on the consumer: we always take the needs of the people as a starting point (bottom up approach).
Author(s): Oliver Tabino, Kerstin Klar, Tim Dörflinger, Stefanie Gutknecht
Date of publication: 26.09.2008
ISBN: 92-831-0224-X
Order Code: CON08
Number of pages:
Conference collection: Congress 2008 - Frontiers
All papers from Congress 2008 - Frontiers:
- Is the world really flat? - The impact of wealth, technology and religion on Asian markets
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- Flood warning - Consulting citizens in a time of crisis
- The green shoots of technology - Nokia investigates global consumers attitudes to mobile phone recycling
- Assessing shifts in shopper purchase behaviour - How digital media has changed consumer expectations
- Truth beyond common beliefs - Boosting the validity of conjoint-based modelling
- How Disney bridges the multicultural divide - Building trust as a prerequisite for insight
- Megacities as the new frontiers - A global consumer lifestyle study
- Fuelling Philips' innovation engine - Continuous ideas and feedback from users
- Digital divorce or digital love affair - Understanding consumer needs by breaking down frontiers
- The impact of climate change on business - The rise of the green consumer?
- Social graph theories - An alternative to traditional population sampling methods
- The power of co-creation - How the changing role of the consumer impacts market research
- Global cities forum - A deliberative research project in eight world cities
- Girls and leadership - Conceptions and aspirations among youth in the U.S.
- Storytelling with international millionaires - A creative approach to research
- Learning to win - Guaranteed success of innovations by design
- Improving health through research with impact
- The Supreme Sensory Experience - A challenge for business
- You can’t judge a book by its cover! - A way to tackle the severe acquiescence bias among Arab respondents
- Media reach - Optimising touch points during the purchase journey
- Crossing the frontier - The fusion of research, consulting and creativity
- The paradox of success - Learning to love failure as pioneers of market research
- Regional adaptation of multinationals - Wal-Mart's Quebec case study
- Marketing research in 2038 - Perfect your foresight. Avoid extinction by knowing the future.
- A world of chicken flavors - Using ethnography in multi-country studies
- Digital video at the service of research - Non verbal communications to access the consumers’ subconscious
- Where has all the science gone?
- Between a rock and a hard place
- Exploring markets with agent-based computer simulations
- Getting animated about emotion - The new frontier
- Virgin USA - A 21st century approach to brand development
- Let it flow! - Understanding the impact of equity transfer on brand and corporate positioning
- Realism in research - Innovative utilization of 3D animation qualitative and quantitative research methodologies
- Mapping the emerging digital frontier
- Can online panels be truly global? - The impact of cultural adaptation on respondents’ engagement
- Reaching through the crystal ball
- Loser, hero or human being - Are you ready for emergent truth?
- Anticipating Tomorrow’s Societal Change Today - Innovation in the digital space
- Pushing the Envelope - Studying consumers’ interaction with new media
- The ROI of customer satisfaction research - A case study proving its value
- Chinese frontiers - Now and beyond
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