Market analysis regarding Boo.com
MOA, Market Opinion Analysis was commissioned in the second half of 1999, toundertake a market research regarding Boo.com in the Swedish market. Theinvestigation was comprehensive and the objective was to determine marketacceptance of the company and the business concept as a whole.It was soon clear that the access to the Internet would have to be changed tobroadband; the existing connection capacity was not enough. Although the new accesswas obtained and new cables and new equipment, the site did not work satisfactory. Itprobably had nothing with the connection to do; it could not run faster on thecomputer.The survey contained a variety of elements, among them that when respondents wereasked questions about the site, they sat at the computer. Everything was recorded onvideo, split screen was used, and a camera on the IP while the activity on the screenalso was recorded. It went very slow and it was difficult to order.They tried to get hold of anyone who had bought anything in reality.They did find some, but they had never got any delivery.Prior to the presentation in London, Magnus Jonsson, project manager at MOA, foundhimself a bit short of time. It was Sunday and the presentation would take place onMonday. He phoned George A. Berglund, who went to the office this afternoon tohelp. After a few minutes reading Berglund asked: - Have the paid anything yet?Jonsson said: Why do you ask?Berglund said: Everything is wrong!Jonsson had used a predetermined model to analyze the material, Berglund wentthrough everything without blinkers.
The following became clear:
The site did not work as marketing
The site did not work as a sales channel
The target group could not imagine buying any great quantities on the Internet
The payment system, stock and delivery seemed not to work Berglund asked Jonsson to convey this at the London meeting. Yet they were notinterested in hearing this remark, but continued to analyze the material in accordancewith the predetermined model.