The Feature Our Happiest Customers Love Most
By Gemma JoyceFeb 28
Published October 14th 2014
Last night, as I crawled under the covers, I did that thing that we’re always told not to do if you want a decent night’s sleep. I looked at my smartphone, played a video on YouTube and tucked the screen under my pillow.
There’s not much of the waking day that I’m separated from my phone – even at bedtime. It’s my alarm (if my cat doesn’t get there first), my entertainment on the bus to work, my music player, my way of easily reprimanding my boyfriend for flinging his football socks around the bedroom before work.
I expect my phone to be everything I need it to be.
I expect it to stay charged even when I’ve been listening to Spotify for hours. I expect it to alert me when my parents want to speak to me. I almost expect it to magically heal its smashed screen. It’s taken a battering, and I just don’t give it a break. I always want more.
But hey – I’m just like pretty much every consumer out there. We’re a greedy bunch. Take, take, take – without considering what goes on behind the scenes, because we don’t have to.
When it comes to buying a new piece of consumer tech – be it a phone, an ebook, a personal music player, a camera – consumers expect the very best. They want innovation, the top spec, sleek styling and they want it all at a decent price.
Consumer tech brands – the Samsungs, Sonys, Apples of this world – have to constantly up their game.
With online reviews of each next iteration available at a swipe, and niche forums leveling the playing field, most shoppers don’t just stick to a tried and trusted brand any more – in fact, 78% of those buying a new piece of consumer tech are not brand loyal.
They don’t have to be – they have the opportunity to fully research, benchmark and ensure they’re getting the best deal.
This is great news for those brands who may have an amazing bit of kit that they can’t afford to get Beyonce to be the face and thighs of, but have a loyal following singing their praises online – but this is just one tiny aspect of what it takes to make a success of a new consumer tech product.
How a product reaches the shelves, before making its way into our pockets and our lives is a long, difficult process.
There’s the researching a new market – ensuring that there is a hunger out there for a new piece of tech. We all know what happened with 3D TVs – they bombed.
Then there’s getting the right timing for a release, looking deep into the purchase process – learning the role the internet plays, influencing the process – and understanding the online reaction.
Post-release, there’s more to do.
Responding to consumer reaction, adapting the messaging if needed, measuring success and checking out how the competition are doing.
So how can consumer tech brands ensure that they’re armed and ready? How can they be best armed to smash the competition into tiny, shiny bits, just like my bashed about phone screen?
We love a challenge.
For our latest report, we spent weeks poring over our own data and other, third party research in order to create a paper that consumer tech brands can use to help them ensure they’re doing everything they can in order to make a success of a product.
We’ve examined in detail the life-cycle of a product launch – from the very inception of an idea, to researching the key demographic, to analysing consumer reaction, to the very end stage of comparing the launch with the competition, before starting the whole cycle again.
We look in detail at why 3D TVs failed, what the public really think about wearable tech, how HTC used influencer marketing to boost their sales by $75.5m and how Sony looked beyond the Nielsen surveys and worked out that they need to adapt their messaging to stay ahead of their competition.
With insights from industry insiders, and practical tips on every page, we outline how social listening can be the engine powering your decisions, ensuring your products have the maximum chance of success.
In this age of transparent communication, brands need to be switched on – just as their target market are.
You can get your free copy today – you can treat us to a beer or two later.
Now you know.