By spending time establishing rapport, giving participants the confidence to speak about issues that are top of mind and allowing the conversation to flow rather than moving on to the next scheduled task on the discussion guide, it is possible to uncover a whole host of issues that would have been buried by asking a rational question like ‘what’s important to you’.
With smartphone penetration growing at a rate that will see one in two Australians owning a smartphone in the coming few years (if not sooner), the research industry has rightly seen the potential of having a constant internet connection in your pocket. Why not compete for people’s down time by conducting research instead of posting that picture of breakfast to Instagram?
However, despite apps being a legitimate and increasingly powerful distribution channel for content, services and brand experiences, iPhone users are seemingly reluctant to spend a lot of money to access paid apps.
While many iPhone users may pay for apps, and download them directly to their phones, there is some reluctance to make other purchases via a mobile device.
App downloading can be either planned or spontaneous. Sometimes people will specifically look for an app they know the name of, or a type of app (but do not know its name) by using a key word, or category search. Other times, browsing the app store may be like window shopping – purposeless, but sometimes resulting in a new acquisition.
Latitude Insight’s case study of iPhone users uncovered just what consumers find so fascinating about the iPhone, why they use that four-letter word – LOVE, and how brands can become part of this ‘affair’.