How Leaders Can Impact Team Culture for True Digital Adoption
By Manish DudharejiaAug 12
Personally, I don’t regard a television as a gadget. It’s a staple that I have grown up with and is as essential as toast, or perhaps even air to me!
My television is on constantly. Regardless of whether I am actually watching Man v. Food or not – don’t judge me. I know you do it too.
Nielsen recently estimated that there are 115.6 million households with TVs in the US with each of these households having an average of two TVs.
It is an established household item, arguably part of the family. So what happens when you try and meddle with perfection?
In our latest report we took a deep dive into two television innovations that have been trying to infiltrate the market and we’ve uncovered some interesting results.
When launching a new product in an established market it is important that the correct research is done to connect with key demographics.
Without this analysis, brands can flounder and see their expensive advertising campaigns missing the mark.
With the launch of 3D TV there was little consideration about the consumer perception of the product. Instead, it was marketed straight away as a must have for households.
In fact, when looking at the data provided by Voucher Codes Pro, 3D TV owners were overwhelming negative about their purchases.
Nearly 80% said they regretted buying the gadget while complaints about the clumsy, nausea inducing glasses were rife on social.
What went wrong here was that tech brands waited for the technology to be tested by consumers before seeking feedback.
Instead, if data had been obtained earlier on in the process from early adopters, they could have saved a heck of a load of money and effort in their marketing campaigns.
But it seems that this technology suffered a major blow, being beaten hands down in the sales race by Smart TVs.
By using historical Twitter data we were able to evaluate this TV tech, which although has seen plenty of buzz online has not experienced many sales.
Dissecting the data around 4K TV showed that there were three potential demographics that would likely buy the product upon wider market launch.
TV/film buffs, avid gamers and those in the computing community were identified as those likely to purchase this new product.
Negativity was highlighted towards the product by some commentators within these communities; take for instance those gaming guys.
They stated that price was a key issue for them in regards of purchasing a 4K TV.
The size of the screen was also a major concern for gamers – as a mighty 55 inch screen isn’t easy to fit into all homes!
By listening to these key audience groups, consumer tech brands could have identified early negative touch points to work from.
By using social data, brands will be more aware of the impact of their product on their customer’s daily lives and implement effective marketing campaigns to echo this.
As shown by these television tales, consumer desires need to be considered throughout the process of releasing a product.
Shoulda, woulda, coulda is no good after a product launch.
These awesome insights came from our latest report on Consumer Tech. Why not give it a skim?