Research Background

  • A world-leading smartphone brand wanted to explore potential customers awareness of various aspects of a technology, including how they understand different brand values. They wanted to understand consumers’
    • expectations about technology in their daily life.
    • Important factors, and influences, in their smart phone buying decision
    • Factors, in additions to phone specs, that ware important in their purchase decision, such as company ethics, and social responsibility.
    • Their ideas on future trends in the industry

Research Methodology

  • Phase 1: 5 FGD with each lasting around 2 hours
  • Phase 2: 8 IDIs, 2 respondents in each group from 4 out of 5 groups in phase 1. Each interview lasts 1.5 hours

City Coverage

  • Shanghai

Target Audience

Phase 1

  • Aged 16-36 yrs old
  • A mix of males and females
  • Preferred responsible and ethical technology
  • Preferred technology which could help them discover new things
  • Preferred constantly advanced technology brands
  • Intending to buy a smartphone in the next 6 months
  • Middle or high tier owners

Phase 2

  • Respondents that already participated in phase 1
  • A mix of males and females
  • A mix of smartphone brand users

Research Results

UniqueView fulfilled the fielding services for this project, including recruitment, respondent management, facilities, translation and moderation.

The research helped our client understand the consumers’ expectations of the technology brand and, also, how they assessed the performance of this brand in China. The results revealed the participants preferences for particular groups of brand values, from a selection of various options.  This understanding would then be considered by our client in their future branding strategy.