Professional Documents
Culture Documents
TM
Findings from TAUT
(Tablet Adoption and Usage Tracking)
October 6, 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Tablets
Ø Awareness Ø Exposure Ø Benefit Appeal
Ø Expected Uses Ø Purchase Intent Ø Time Frame
Ø Feature Preference Ø Brand Preference Ø Price Elasticity
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Q: How familiar are you with Tablets? immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
}
Very Interested
Purchase Tablet for child 10% 10% 20% Somewhat Interested
Q: Overall, how interested are you in purchasing a Tablet for yourself? For your Spouse? For your child(ren)? immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
0 10 20 30 40 50 60 70 80 90
Q: Compared to mobile phones and laptop PCs, Tablets offer a number of potential benefits. Rate the appeal to you immr TAUT Survey |
personally of each benefit using a 1-5 scale ("Not Very Appealing" to "Very Appealing") Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Note: Slide updated 10/7/2010 0% 10% 20% 30% 40% 50% 60% 70% 80%
Q: Think about the places, times and situations in which you might use a Tablet. From the list below, immr TAUT Survey |
select and rank order the top 5 activities for which you would be most likely to use the Tablet. Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
0 10 20 30 40 50 60 70 80 90
Q: Suppose you were shopping for a Tablet. Of the brands listed below, identify your ideal brand(s) for a Tablet - immr TAUT Survey |
the one(s) you most prefer; other brands that are close to your ideal, but not quite as preferred. Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Focus ICT (Information, • We work primarily with companies leveraging new technologies and business
Communications, and models and can (usually) translate products described in arcane, technical terms
Technology); Healthcare and jargon into realistic concepts.
and Insurance
Markets Consumer and B2B Ž We conduct research in consumer as well as B2B markets.
Experience Our Clients • We work with both market leaders and emerging companies, typically on an on-
going basis. This allows us to understand their business and contribute more fully.
Issues We Address • While our focus is on innovation and marketing, we often address closely related
issues (e.g., segmentation, positioning/branding, customer retention, etc.)
Project Scope ‘ Our projects vary in scope from small, exploratory research to large, multiple-phase
projects that combine qualitative, quantitative, and market trials.
Methodologies Qualitative ’ Although qualitative research is by nature subjective, clients find our approach,
style, and results highly effective. While we do traditional focus grous (typcially
mini-groups), in most of our projects we conduct highly revealing, in-depth,
individual (IDI) interviews.
Quantitative “ We employ a combination of rigorous quantitative research tools developed for and
uniquely well-suited to new-to-market and new-to-customer products, services, and
business models
Delivery Collaborative, ” We work closely with clients to (i) leverage their capabilities, (ii) adapt as new
client-focused learning, issues, and imperatives emerge; and (iii) help them succeed.
Value-add Perspectives, Insights, • As researchers with a “consultant’s perspective,” we believe that understanding and
and Recommendations anticipating prospective buyers’ behavior are key to successful innovation. In
addition to the research findings, we add significant value by contributing insights,
ideas, and recommendations and facilitating dialogue with client teams.
Phil brings a unique combination of academic rigor, strategic perspective, and hands-on experience to
his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with
Mercer Management Consulting. He has held faculty and research positions at Emory University and
the University of Michigan, where he taught courses in research design and analysis, buyer behavior,
and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD
in marketing from the University of Michigan, Dr. Hendrix completed post-doctoral studies in applied
statistics and mathematical psychology.
Overview and excerpts from Phil’s recent publications are available at Slideshare
(www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro.
a b c
Moderated session/panel Participating on Panel Presenting