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productivity index -- how much each subsegment of the Young and Wireless spent time on their wireless devices for pleasure vs. For work.
ii. Key Criterion of Pleasure vs. Productivity use of the proposed tablet PC
c. Ergonomic and Change Management Variables
i. What are the switching costs from existing electronics products to the build-to-order tablet PC?
ii. How is this defined by demographics, income levels, self-concept segmentation?
d. Price Elasticity Analysis -- Demand curve for build-to-order tablet PC.
Segment 2: Time Shifters
The second segment of interest are the Time Shifters, defined on the Claritas site as those consumers in the 25- to 44-year-old age segment who are both homeowners and apartment-dwellers who share a passion for consuming media and communications. They are intensive consumers of movies and digital content, in addition to being highly interest in international programming and movies as well. The following are the key objectives of research this segment's interest in the proposed build-to-order tablet PC:
1. Psychographic profile of Time Shifter in Each Consumption Role
a. Digital Content Consumer -- Foreign and Domestic Films
b. Digital Book Reader and Consumer -- Which sites they download eBooks' from and how often
c. Digital Content Creator -- Use of both video and photo-based features of the build-to-order tablet PC are used in this segment
2. Aspirational Study of Time Shifters
a. Idealized system or product definition assessment
b. Study of usability features and needs
3. Price Elasticity Analysis
These three factors of the research study are the most critical for the success of the tablet PC in the Time Shifter segment. The methodology and sampling frame will reflect the unique aspects of this segment overall.
Conclusion
The proposed build-to-order tablet PC has...
Each of the methodologies is designed to capture critical psychographic data that can provide insights into how each segment will perceive the value of the proposed tablet PC, what their preferred uses will be, and how a research strategy can be created to ensure that the best possible market intelligence is gathered over time. Included in this research proposal is the addition of personas, which define the specific roles and preferences of each member of the segments of interest. Using Key Activity Indices in conjunction with personas will provide insights into the prioritization of each functional area and feature. From a research standpoint this will be invaluable in that it will directly compare product attributes or characteristics to segment needs. This research proposal will also provide profiles and analysis of differences between those customer purchasing the Apple iPad2 relative to the proposed new product.
References
Dibb, S., & Simkin, L. (2009). Implementation rules to bridge the theory/practice divide in market segmentation. Journal of Marketing Management, 25(3), 375.
Dibb, S., & Simkin, L. (2010). Judging the quality of customer segments: Segmentation effectiveness. Journal of Strategic Marketing, 18(2), 113.
Dunn, D., Hulak, J., & White, D.S. (1999). Segmenting high-tech markets: A value-added taxonomy. Marketing Intelligence & Planning, 17(4), 186-186.
Johne, F.A. (1984). Segmenting high technology adopters. Industrial Marketing Management, 13(2), 59-59.
Source: https://www.quantcast.com/apple.com#!demo&anchor=panel-ETHNICITY
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