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Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
Ipad3 launch presentation
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Ipad3 launch presentation

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Qual research of people queuing for iPad3 in London

Qual research of people queuing for iPad3 in London

Published in: Technology, News & Politics
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  1. CONSUMERS IN THE WILD SERIESTHINKTANK IN THE IPAD QUEUE16 MARCH 2012 konstantin@thinktank.uk.com 1
  2. This Morning Thinktank Spent 2.5h in the Regent Street Queue for the New iPad2
  3. Our Aim: To Catch Extreme Consumer Behaviour in the Wild3
  4. And Make Some Sense of What’s Going On With Apple-Inspired Consumer Gatherings WHO? • WHO? WHY? • WHY? AND …4
  5. A PC World ‘Leak’ Meant Some in the Queue Had iPad3s Before the Apple Store Opened ... WHAT (THE HECK)?5
  6. THE QUEUSTERS _ A COLOURFUL LOT - NOT ALL APPLE FREAKS - SELF DESCRIPTIONS …6
  7. 4 Key Queuing Types Media Hungry Adventure Seekers7 Bonders Geeks
  8. 1. The Media Hungry • What they’re like: extroverted, outgoing, confident, eccentric • How to spot them: – Pose for the cameras, know the drill – Always ready to talk to journalists – Have a story to tell • Motivation: – In search of their 15 minutes8
  9. 2. Adventure Seekers • What they’re like: easy-going, spontaneous, thrill seeking • How to spot them: – Well prepared: warm clothes, comfortable seats – On Twitter and Facebook in the queue – Say they’ll be back! • Motivation: – Queue so they have a story to tell – In for the experience – compare to Glasto9
  10. 3. The Bonders • What they’re like: super-friendly, outgoing, caring, fun • How to Spot them: – Queue with their friends – in groups up to 15! – See the queue as a social event – chat to friends and people they know from last time! • Motivation: – Not necessarily into Apple - Love camaraderie, sense of belonging & common purpose10
  11. 4. The Geeks • What they’re like: introverted, quiet, into technology • What they do: – Shy away from cameras – Alone or in the company of fellow geeks • Motivation – Queue is a tribute to Apple, a geek friendly territory and a chance to celebrate the community (quietly)11
  12. Plus … The Opportunists Pay or are being paid to be in the queue Or are here to sell the ipad on … in the UK or abroad12
  13. And the Hangers-On … Some Other Brands Couldn’t Resist Piggy-Backing!13
  14. The Most Striking Observations from Today’s Queue 1. The Apple Queue Works as Experiential Catalyst – taps into the digital crowd’s hunger for real life experiences – creates a forum for branded story-telling 2. The Striking Confidence of the Apple Brand – lets other brands in without worrying about losing its star status – lets queusters follow their own agenda – be it socialising, having an adventure, getting into the papers 3. The Queue as Manifestation of an Apple Religion – repeat queusters engage in a ritualistic celebration – stoically pursue their faith – for example when shouted at by passers by (“Get a life!’)14
  15. A Few Words About Us • Thinktank is an international qualitative research consultancy based in London • We pride ourselves on marketing thinking inspired by real people • For more see our website, blog or follow us on Twitter www.thinktank.uk.com w www.thinktank-international.blogspot.com h http://twitter.com/#!/thinktank_int15
  16. THANK YOU!Should you have any questions,please do not hesitate to contactKonstantin Pinaev konstantin@thinktnk.uk.comSabine Storksabine@thinktank.uk.com

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