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Millennial Lens: Smartphone Communities and Video Centric Behavior
Research Objectives
Identify the differences of perception on brands / smartphone behavior / reason for purchase decision between price groups (specifically different perception and behavior on shooting and enjoying video via smartphone).
Finding insights that will help client’s brand motivate young millennials to more video-centric smartphone behaviors
Define client’s brand strength in Mid range market.
Understanding the expectation on client’s next smartphone
Understanding how effective smartphone brand communities are to young millennials.
Approach and Methodology
Extended Group Discussions
2-2.5 hours
At a central location
SAMPLE SIZE: 10 EGDs
MARKET: Delhi
Target Group
Male & Female
18-29 years
Student/ Working Professional
SEC – A1+/A1/A2
Usership
Owners of mobile phone of brands like Samsung, Xiaomi, Vivo, Realme & OnePlus.
His/her last 2 handsets must be Samsung , Xiaomi, Vivo, Realme & OnePlus.
Must be aware about online smartphone brand communities – Realme Community, Xiaomi community, Samsung online community, OnePlus community, Oppo & Vivo events, meetups, contests the brand holds regularly.
Must have participated in in online contests/events conducted in the last 1 year.
Must be regularly reads/posts on the community for reviews/ queries etc.
Must have made the recent smartphone purchase for self in last 8-10 months.
Must be owning a first-hand phone.
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