A mobile handset manufacturer wanted to manufacture a product that would allow easy device transitioning. Before getting into product R&D, they required a quick understanding of the most common data transfer issues that customers of competing mobile handsets were facing and talking about.
A traditional market research approach (though more reliable) would have required a longer timeline and greater resources – first to identify customers that had transitioned to the competing models, and then to survey a sufficient number of them.
ValueNotes recommended web 2.0 media to get a quick pulse of the target market – efficient in terms of both, time and cost
- We identified official mobile manufacturer forums and other message boards that focused on mobile phones
– manufacturers provide troubleshooting to customers through online forums; individuals offer suggestions and solutions to each other on message boards
- Online interactions were mined – key issues listed and their prevalence gauged by the number of times they were brought up by customers
Based on our research, the company was able to shape their future market penetration strategy. They got a quick overview of the top complaints & issues faced by customers transitioning to specific competitor models – a valuable input for further R&D on device transitioning and product development.