Very Human Technology

Nokia’s consumer understanding 10 billion data points in 2 waves 77,000 people in 1.5 hour interview 122 questions 21 countries Understanding of: Socio-Cultural, Mobile phone, Market Dynamics, Lifestyle 12 © 2007 Nokia

Vertical Axis – based on behavior High involvement Highly involved consumers… • Replace phone every 6 months • Tend to pay higher price for mobile • Tend to buy from well known brands • Use their mobile phone as an active part of their life 13 © 2007 Nokia Lower involvement

Horizontal Axis – based on attitude Highly aspirational consumers… Aspirational Use the phone to project status Rational Use the phone as fashion accessory Would be willing to own different mobiles for different situations Are embarrassed if their phone looks outdated 14 © 2007 Nokia

Consumer HIGHER INVOLVEMENT Technology Leaders Segmentation 2006 Technology Stylists Pragmatic Leaders Young Explorers Life Builders Life Jugglers Style Leaders RATIONAL ASPIRATIONAL Mature Acceptors Image Seekers Style Followers Family Providers Simplicity Seekers LOWER INVOLVEMENT 15 © 2007 Nokia

Very Human Technology

by Petra Soderling on Jan 19, 2010

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