Shan's Essay Papers
Apple Inc. do plenty of primary research such as: Market research, advertising research and brand tracking research, user testing. Apple collects feedback from its stores and on the page of the Apple website. Apple Inc. collect primary research such as interviewing a customer at the store or asking them a bit about the product they like and why. Also, Apple have designed an online survey on Apple Inc. website to collect more primary research. It allows Apple to see the complaints being made so they could over-come this and make the product/item better.
Apple conducts international quant surveys. According to the same court documents, Apple conducts quarterly brand tracking studies. The studies “provide detailed information on the features and attributes they [customers] use, customer demographics, consideration of other brands, and level of satisfaction with different attributes of the product.” Apple does user testing. In 1982: “The user tests were conducted in a specially constructed room featuring a one-way mirror, so observers could watch the tests without being intrusive.” In 2010, Jobs on touchscreen monitors: “We’ve done tons of user testing on this, and it turns out it doesn’t work.” A LinkedIn search shows Apple employs a senior manager of consumer insights who manages “primary research as well as the advanced analytics and data sciences teams”, a head of global research, a senior consumer market research program manager, a senior manager of consumer insight and messaging. On store.apple.com, Ghostery browser plug-in detects an Omniture script. Blink, “a Seattle-based user experience research and design firm dedicated to helping clients achieve their business goals through a flexible user-centered design approach”, lists Apple among its clients. Clearworks helps clients “to define the right products and also talk about them in a way that makes sense”. It, too, lists Apple on its client roster. At D11, Tim Cook mentioned
Apple conducts international quant surveys. According to the same court documents, Apple conducts quarterly brand tracking studies. The studies “provide detailed information on the features and attributes they [customers] use, customer demographics, consideration of other brands, and level of satisfaction with different attributes of the product.” Apple does user testing. In 1982: “The user tests were conducted in a specially constructed room featuring a one-way mirror, so observers could watch the tests without being intrusive.” In 2010, Jobs on touchscreen monitors: “We’ve done tons of user testing on this, and it turns out it doesn’t work.” A LinkedIn search shows Apple employs a senior manager of consumer insights who manages “primary research as well as the advanced analytics and data sciences teams”, a head of global research, a senior consumer market research program manager, a senior manager of consumer insight and messaging. On store.apple.com, Ghostery browser plug-in detects an Omniture script. Blink, “a Seattle-based user experience research and design firm dedicated to helping clients achieve their business goals through a flexible user-centered design approach”, lists Apple among its clients. Clearworks helps clients “to define the right products and also talk about them in a way that makes sense”. It, too, lists Apple on its client roster. At D11, Tim Cook mentioned