Professional Documents
Culture Documents
BRAND: XIAOMI
Detailed TA: 5 Xiaomi users, male, 19-23 years old, in HCM City
Date: 08-09/05/2017
TA profile:
- Be well-educated
- Have already known about Xiaomi
- High online frequency and media consumption
Expected outcome:
- Figure out the reason(s) why most of MiFans do not join Mi community
Questions:
1. Which smartphone brand do you use? When did you buy this mobile?
2. Why did you choose to buy this brand/ this mobile?
Filter: To distinguish between MiFans and non MiFans, then define the appropriate
approach.
Intensive understanding:
7. From what source do you know about this community? Is it difficult for you
to find out information?
8. How often do you surf/interact with other participants on Mi Community?
9. How do you think about the process to register? Is is complicated or not?
10. How do you think about the content/appearances/participants?
11. What aspect do you dislike/like most? Why?
12. Use 2 keywords that you think most suitable to describe this community
13. Do you feel completely satisfied with all features provided by Xiaomi?
14. (Optional) Have you ever joined any community/forum on social media?
Why do join it?
15. How do you think if there is a community for people using smartphone like
yours? Is it necessary?
16. What do you expect to gain from this community (content, participants,
appearances)
17. Among such aspects, which one do you like most? Which one motivates
you most to join the community? Why?
Users have already known about Mi Community but do not enroll (to
learn about their barriers and explore their motivations)
18. Why didnt you join this community?
19. Do you feel completely satisfied with all features provided by Xiaomi?
20. What do you expect to gain from this community (content, participants,
appearances)
21. Among such aspects, which one do you like most? Which one do you
think most important?
INTERVIEWEES