Ontela Picdeck Case Study
ONTELA PICDECK – Understanding the market place – Assignment 1
Questions:
1. Based only on the cluster analysis data, which preference related variables are most useful for segment identification and evaluation? Which variables are least useful?
This qualitative research aims in identifying and evaluating the potential customers of PicDeck and determinate a precise target.
The interviewees have been asked to answer questions based on a ranking system from 1 (strongly disagree) to 5 (strongly agree). The questions investigate the needs: Q 1, 6 – 9, and interest in this new technology service: Q 2 - 5, as well as the willingness of the interviewees to pay for this service: Q 11 – 13. The cluster method divides the interviewees between homogeneous segments, which have to be as different as possible between each others.
Q 1, 2, 6 & 10 are extremely interesting because these answers give us insights about the customers’ needs for the PicDeck service.
Indeed, we assume that the people saying they don’t find the current uploading method easy but who, in the same time, would like to take more phone pictures if the uploading method was easier, would be interested in the Ontela service. In addition, we recognize in the people looking to save their pictures, a latent need of uploading the pictures in a safety place such as a computer or a mail box. This corresponds to the PicDeck service.
Q 11 & 13 are really important too, to study the willingness of the potential customers to actually buy the PicDeck service.
Thanks to these answers, we get to know the real purchasing intentions of the people. The pricing gives an idea of the perceived value of the service per the customer. We learn about their attitudes regarding the innovations: if they will rush to get the new gadget/tech service, or if they will buy it only if it is cheap.
Q 3,4 & 5 and 7, 8 & 9 are not the core questions.
Q3, 4 & 5 seem to give more insights about the customers’ relation to
Questions:
1. Based only on the cluster analysis data, which preference related variables are most useful for segment identification and evaluation? Which variables are least useful?
This qualitative research aims in identifying and evaluating the potential customers of PicDeck and determinate a precise target.
The interviewees have been asked to answer questions based on a ranking system from 1 (strongly disagree) to 5 (strongly agree). The questions investigate the needs: Q 1, 6 – 9, and interest in this new technology service: Q 2 - 5, as well as the willingness of the interviewees to pay for this service: Q 11 – 13. The cluster method divides the interviewees between homogeneous segments, which have to be as different as possible between each others.
Q 1, 2, 6 & 10 are extremely interesting because these answers give us insights about the customers’ needs for the PicDeck service.
Indeed, we assume that the people saying they don’t find the current uploading method easy but who, in the same time, would like to take more phone pictures if the uploading method was easier, would be interested in the Ontela service. In addition, we recognize in the people looking to save their pictures, a latent need of uploading the pictures in a safety place such as a computer or a mail box. This corresponds to the PicDeck service.
Q 11 & 13 are really important too, to study the willingness of the potential customers to actually buy the PicDeck service.
Thanks to these answers, we get to know the real purchasing intentions of the people. The pricing gives an idea of the perceived value of the service per the customer. We learn about their attitudes regarding the innovations: if they will rush to get the new gadget/tech service, or if they will buy it only if it is cheap.
Q 3,4 & 5 and 7, 8 & 9 are not the core questions.
Q3, 4 & 5 seem to give more insights about the customers’ relation to