Quantitative Research on Just-In-Case
Magic Research Group (Team 1)
December 11, 2013
Di Kang
Chalalai Chatamero
Lujia Che...
Table of Contents
Title Page………………………………………………………………………………………………1
Table of Contents…………………………………………………………………………………….2
Back...
Background
Just-In-Case selected Just-In-Case Marketing to design and execute a quantitative
survey in order to gauge inte...
Executive Summary
! Overall, the Just-In-Case concept was well-received. Respondents reacted positively to
the customizati...
Key Summary Stats Page
JUST-IN-CASE! MAGIC RESEARCH GROUP! 5
Level of Interest
In-store ClassIn-store Class In-store Party...
Sample Characteristics/Profile
JUST-IN-CASE! MAGIC RESEARCH GROUP! 6
Ethnicity Percent(%)
White or Caucasian 17%
Hispanic o...
Detailed Findings
A. Concept Appeal
Respondents were asked to rank their preferences for the Just-In-Case concept on a
ten...
Viewed by gender, the rating tended to be significantly higher among female
respondents, with 16% of female respondents con...
When asked why respondents assigned this particular approval rating for the Just-In-
Case concept, responses fell into thr...
Mixed Feelings:
I like the idea of having a customized case, but do not want to design one myself.
It's not unique in term...
When asked if they liked anything about the Just-In-Case concept, respondents cited
“customization,” “personalization,” an...
It gives us an easy way to customize cell phone cases. I like the convenience it gives me. However,
I'm not a good graphic...
B. Past Behavior
Type of Stores Respondents Purchased Cases in Before
Respondents were asked about their past purchasing b...
Pricing for Cases
In terms of pricing, nearly half of respondents indicated that the lowest price paid for a
protective ca...
A little more than a third of respondents purchased a protective case between $31 and
$50, which is the highest price paid...
Reason for Purchasing Protective Case
Respondents had different ideas about primary reasons for purchasing cases. Accordin...
C. Current Behavior
Type of Cases in Just-In-Case
When presented with the variety of types of cases offered by Just-In-Cas...
! Females are significantly more likely than males to order cases for tablet, 46% versus
28%, respectively. However, there ...
D. Additional Service Appeal
Photo booth
Overall, the interest level in photo booth was substantially high among responden...
There were some significant differences by age in terms of interest level in Photo Booth
service. Respondents who were 25 y...
In-store Class
In terms of in-store classes that teach people how to custom design cases, there were
twice as many Asian r...
In-store Party
The in-store design party service attracted more interest from Asian respondents
compared to non-Asian resp...
Appendix
Concept
JUST-IN-CASE! MAGIC RESEARCH GROUP! 23
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Just-In-Case Quantitative Report

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Transcript of "Just-In-Case Quantitative Report"

  1. 1. Quantitative Research on Just-In-Case Magic Research Group (Team 1) December 11, 2013 Di Kang Chalalai Chatamero Lujia Chen Shauna Bennett Kyle Robison JUST-IN-CASE! MAGIC RESEARCH GROUP! 1
  2. 2. Table of Contents Title Page………………………………………………………………………………………………1 Table of Contents…………………………………………………………………………………….2 Background and Methodology…………………………………………………………….………3 Executive Summary………………………………………………………………………………….4 Summary of Statistics……………………………………………………………………………….5 Respondent Profile…………………………………………………………………………………..6 Detailed Findings A. Concept Appeal…………………………………………………………………..………… 7 B. Past Behavior…………………..……………………………………………………………13 C. Current Behavior…………………………………….……………………………………...17 D. Additional Service Appeal……………….………………….…………………………….19 Appendix………………………………………….………………………………………………….23 JUST-IN-CASE! MAGIC RESEARCH GROUP! 2
  3. 3. Background Just-In-Case selected Just-In-Case Marketing to design and execute a quantitative survey in order to gauge interest in a new type of retail store that sells custom design cases for electronic devices, an online store and their potential services. The chief reason for the research was to ascertain what features were most important to customers when searching for a protective case for an electronic device, and to see whether potential customers were interested in Just-In-Case’s products and services. Methodology In order to accomplish the objectives stated above, Just-In-Case Marketing launched an online quantitative research study among Internet users who had recently purchased an electronic device within the past year, both male and female, between the ages of 18 to 35. Respondents were invited to participate by clicking on a link through social media (Facebook) and were also personally contacted via email. 129 participants completed the survey through the link and 78 participants completed the survey through Facebook, making 207 participants total with a return ratio of 100%. The questionnaire was designed by Just-In-Case Marketing in collaboration with and approved by Just-In-Case personnel. Just-In-Case Marketing was responsible for the entire process involving the questionnaire, including its programming, testing and implementation. The survey was launched on November 15, 2013 and closed on November 21, 2013. On average, respondents spent 8 minutes and 23 seconds completing the survey. For reference, a copy of the final questionnaire appears in the appendix. JUST-IN-CASE! MAGIC RESEARCH GROUP! 3
  4. 4. Executive Summary ! Overall, the Just-In-Case concept was well-received. Respondents reacted positively to the customization, personalization and multiple choice features of the concept. However, respondents questioned specifics such as price, durability of material and whether the 3-D option would be too bulky.  Conversely, photo booth, in-store design classes and in-store party ideas received high ratings in both the top box and mean scores. While respondents enjoy having autonomy over the end-result of their product (i.e. customization) and the services Just-In-Case offers (i.e. in-store design classes), they voiced concern over secondary features. These concerns do not reflect dissatisfaction with the concept, but rather concern with secondary features, such as pricing. ! In terms of overall concept appeal, female respondents gave higher ratings than male respondents in both top box, top-2 box and mean. Second, Asian participants responded positively at a highly significant level than their non-Asian counterparts. Third, respondents indicated they were most likely to purchase a protective case for smartphones.  Detailed Findings in Brief: • Overall, female respondents gave a higher rating for concept appeal with a mean score of 7.4.16% of females found the concept extremely appealing. Non-Asian respondents gave a higher rating for concept appeal than Asians with a mean score of 7.6. 22% of non-Asians found the concept extremely appealing.  • By far, respondents indicated that they would purchase a protective case for a smartphone (85%),with tablet (37%) second and laptop (31%) third. Across gender, female respondents (46%)would be more likely to purchase a protective case for their tablet than males (28%). • Older people (25+) showed higher interest in the photo booth service than younger people. 18%of older people indicated they were extremely interested, compared with 7% of younger people. • Asian respondents showed higher interest in the in-store class and in-store party (37%) compared to non-Asian respondents.  JUST-IN-CASE! MAGIC RESEARCH GROUP! 4
  5. 5. Key Summary Stats Page JUST-IN-CASE! MAGIC RESEARCH GROUP! 5 Level of Interest In-store ClassIn-store Class In-store PartyIn-store Party Level of Interest Asian Non-Asian Asian Non-Asian Top Box(’10’ Rating) 16% 7% 15% 12% Top-2 Box(’10’ or ‘9’ Rating) 37% 33% 37% 20% Mean Score 7.2 6.2 7.3 5.5 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by ethnicity at the 95% confident level. Blue font denotes significant differences by ethnicity at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by ethnicity at the 95% confident level. Blue font denotes significant differences by ethnicity at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by ethnicity at the 95% confident level. Blue font denotes significant differences by ethnicity at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by ethnicity at the 95% confident level. Blue font denotes significant differences by ethnicity at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by ethnicity at the 95% confident level. Blue font denotes significant differences by ethnicity at the 90% confident level.
  6. 6. Sample Characteristics/Profile JUST-IN-CASE! MAGIC RESEARCH GROUP! 6 Ethnicity Percent(%) White or Caucasian 17% Hispanic or Latino 5% Native American 4% Black or African American 4% Asian or Pacific Islander 65% Other 2% Prefer Not To Answer 2% Gender Percent(%) Men 47% Women 53% Age Percent(%) Under 18 1% 18-24 39% 25-34 47% 35-44 7% 45-54 2% 55-64 1% 65 and Older 2% Level of Education Percent(%) High School or Less 1% High School Graduate 3% Some College 14% College Graudate 46% Postgraduate Student or Degree 33% Prefer Not To Answer 2% Household Percent(%) Under $50,000 43% $50,000 - $75,000 23% $75,000 - $100,000 20% $100,000 - $150,000 7% $150,000 - $200,000 1% Over $200,000 2%
  7. 7. Detailed Findings A. Concept Appeal Respondents were asked to rank their preferences for the Just-In-Case concept on a ten-point-scale. Overall, the appeal rating remained moderately high among respondents with a mean score of 7.1 on a ten-point scale. JUST-IN-CASE! MAGIC RESEARCH GROUP! 7 0% 5% 10% 15% 20% 25% 3% 2% 1% 5% 11% 10% 15% 24% 18% 11% TOP-2 BOX: 29% MEAN SCORE: 7.1 Appeal Rating of Just-In-Case Concept Base: 207 respondents Q: Please indicate how appealing this idea of Just-In-Case is to you, personally. 1 2 3 5 6 7 8 9 10 EXTREMELY APPEALING NOT APPEALING AT ALL 4
  8. 8. Viewed by gender, the rating tended to be significantly higher among female respondents, with 16% of female respondents considering the concept extremely appealing, while only 6% of males felt likewise, and the mean score of 7.4 on a ten-point scale. Appeal of Concept Total GenderGender Appeal of Concept Total Female Male Top Box(’10’ Rating) 11% 16% 6% Top-2 Box(’10’ or ‘9’ Rating) 29% 40% 19% Mean Score 7.1 7.4 6.9 10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At All Red font denotes significant differences by gender at the 95% confident level. Blue font denotes significant differences by gender at the 90% confident level. 10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At All Red font denotes significant differences by gender at the 95% confident level. Blue font denotes significant differences by gender at the 90% confident level. 10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At All Red font denotes significant differences by gender at the 95% confident level. Blue font denotes significant differences by gender at the 90% confident level. 10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At All Red font denotes significant differences by gender at the 95% confident level. Blue font denotes significant differences by gender at the 90% confident level. Viewed by ethnicity, Non-Asian customers, considered the Just-In-Case concept more appealing than Asians. 22% of non-Asians indicated that the concept was extremely appealing, compared with only 5% of Asians. Appeal of Concept EthnicityEthnicity Appeal of Concept Asian Non-Asian Top Box(’10’ Rating) 5% 22% Top-2 Box(’10’ or ‘9’ Rating) 24% 41% Mean Score 6.9 7.6 10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At All Red font denotes significant differences by Ethnicity at the 95% confident level. 10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At All Red font denotes significant differences by Ethnicity at the 95% confident level. 10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At All Red font denotes significant differences by Ethnicity at the 95% confident level. JUST-IN-CASE! MAGIC RESEARCH GROUP! 8
  9. 9. When asked why respondents assigned this particular approval rating for the Just-In- Case concept, responses fell into three categories: positive, so-so and negative. Overall, respondents with positive comments favored the concept because of its “customization,” “personalization,” and multiple “choice” features. Respondents with so-so comments stated that while a “creative” concept, they questioned “durability” and “pricing” in relation to one another, and also stated the service was “not necessary.” Finally, respondents with negative comments stated that the prices were too “expensive;” that the idea was not “innovative;” and that they preferred “simple” cases (as opposed to customized). Below is a sample of verbatim comments for question 12. Rationale for Assigning this Particular Approval Rating to the Just-In-Case Concept Postive: It’s an interesting idea and I think there will be a sizeable market for this product/service. I like that you can customize and personalize your case whichever way you like it. It is an original idea. I would love to create my own case. Quite interesting. D.I.Y stuff is now a hit for me so I rated it 8 out of 10. It is interesting to have a unique case. One that only you own. Cool. I usually purchase from vendors because their designs are unique, but this is another option to designing creative cases. I like the options that your service offers. Design is really important to me. I don’t want to have a case that other people have too. I like the options of being creative on my own, as well as being able to choose something that is similar to my likes and tastes that is already made. Choices are always good to have. I also like that it would be ready for me to pick up, without having to wait. It seems to add a more unique way of expressing oneself and it can make someone feel good about him or herself for having created it. JUST-IN-CASE! MAGIC RESEARCH GROUP! 9
  10. 10. Mixed Feelings: I like the idea of having a customized case, but do not want to design one myself. It's not unique in terms of offering designs to the customer. Anyway, I like it because I can pick up my customized case at your store without waiting. I like the idea of having a customized case, but do not want to design one myself. Price is right. Could mean case isn't as durable as it needs to be though. Good concept. But I am personally not interested in cases. I think it might be a good idea, but I saw the same idea before on a website. It's surely interesting, but since I am not exactly sure of the price, I cannot decide the cost performance. It doesn't mention anything about durability, and I am ROUGH on phones. I have slippery fingers. I need something that is as strong as an Otterbox. If I could design something like that with the strength of an Otterbox it would be awesome! I love the option to design a laptop case. I like it, but it’s not necessary. I think customization is something people are looking for when it comes to something as personal as an electronic case. You want it to say something about yourself. I just happen to be driven by designers and brands and would be unlikely to customize unless one of those brands offered me the option to customize with them. Negatives: Because I think the price will be expensive and I don't want to pay a lot for phone cases. I buy cases just for protection. Because it's not only about the design, what about the materials used? The first purpose of these cases is to protect the phone, so the materials do matter before the design. I prefer a plain case. I don’t really care about the custom design. I just choose the one that looks awesome. I like to choose from existing options, not create my own, and I like for the designs to be made by artists. There are many companies that are coming out with the same idea. So it depends on the difference in retail price. The idea seems complicated; it may take a while for the case to come even though it says you can pick it up. I’m concerned can I use characters from movies and such since they’re copyrighted? From my perspective, the case's look should be nice and simple. In most cases, simple cases are just like being business casual: appealing but not too colorful. Nothing particularly innovative. Balance the price and the creativity. JUST-IN-CASE! MAGIC RESEARCH GROUP! 10
  11. 11. When asked if they liked anything about the Just-In-Case concept, respondents cited “customization,” “personalization,” and “self-design” as key factors. These three features are recurring answers throughout question 13 and also throughout question 12, making them the most salient factors for concept approval. To a lesser extent, respondents pointed to specific demographics, including “young people” and “girls,” indicating whom they think the concept would appeal to. Finally, one respondent thought people would promote the service itself through WOM. Below is a sample of verbatim comments for question 13. When asked if they disliked anything about the Just-In-Case concept, respondents cited concerns about it being too “expensive;” “protection;” and the bulkiness of the “3-D” option. The first two features are recurring answers throughout question 14 and also throughout question 12, making them the cause of most concern. To a lesser extent, respondents cited the “name of the company;” the need for a good “graphics team,” to keep the product from looking “cheap;” and fear of self-design as other negative features. Finally, one respondent provided constructive feedback on how to improve the service, suggesting “delivery” of cases as a possible option. Below is a sample of verbatim comments for question 14. Rationale for Likes and Dislikes for the Just-In-Case Concept Like: That you can design your own case but you can also ask a professional to do it. Photo prints. I want to have a photo of my wife and daughter on my smart phone case. The online feature. The name of the company...clever! I like the support of in-house designers too. I like that you can make it as personalized and unique as you want. It takes the concept of personalizing phone cases to a new level because the consumer has much more say in the product. Fun for young people. It's ok because many people, especially girls, like these kinds of cases. It provides all the possibilities for their imagination. JUST-IN-CASE! MAGIC RESEARCH GROUP! 11 Continued
  12. 12. It gives us an easy way to customize cell phone cases. I like the convenience it gives me. However, I'm not a good graphic designer and I'm kind of afraid of making my cellphone look ugly by designing it myself. DIY feature; customization. I love the name and that I can design something 3-dimensional! The laptop option makes this super appealing. The prices are not too expensive. The fact that you can design what you want yourself is engaging. It will lead people to promote the service themselves through WOM since they would like their own work to be known to their friends and relatives so I think from both a consumer interaction and marketing point of view it will be a great experiment! Dislike: That maybe it will be expensive to have a customized case. Material? I worry about protection. Wouldn't put pictures on my cases. I kind of worry about the size of the 3-D print case after it’s done. How to design by myself. While the starting price is highly affordable, make sure that the product doesn't come off appearing cheap. Especially when it comes to smartphones, people want quality. There are a ton of cheap, plastic phone cases out there, which claim to provide protection, but yet, there are plenty of cracked phone screens. The starting price seems a little too good to be true, and I would be curious to see additional pricing. Like I said, customization really needs a good graphics team. It might look cheap if it is not designed properly. And I don't like cases simply because I don't want a precisely engineered product that looks fat and complex. The name of company. The 3-D printing. I like the 3-D as a general concept but I don't think it'll be efficient here. If I can't stuff my phone in my pocket because of a case, then I won't buy it. Picking up at store. No delivery? JUST-IN-CASE! MAGIC RESEARCH GROUP! 12
  13. 13. B. Past Behavior Type of Stores Respondents Purchased Cases in Before Respondents were asked about their past purchasing behavior for protective cases. Within the last year, half of respondents purchased cases at a general online retailer (ex: Amazon.com, ebay.com, etc.), which supports our theory for having an online store. 45% of respondents bought cases at a cell phone carrier store (ex: AT&T, Verizon, etc.), and 37% of respondents purchased cases in an electronics store (ex: Best Buy, Radio Shack, etc.). Q: Please select all of the types of stores you've shopped for protective cases for electronic devices in within the last year, if any. Please select ALL that apply. Type of Stores Respondents Purchased Cases in Before Base: 207 respondents 0% 10% 20% 30% 40% 50% 50% 45% 37% 23% 18% 12% 5% 2% General online retailer Cell phone carrier Electronics store Wholesale retailer Street vendor/Kiosk Carrier website Other No purchasing experience JUST-IN-CASE! MAGIC RESEARCH GROUP! 13
  14. 14. Pricing for Cases In terms of pricing, nearly half of respondents indicated that the lowest price paid for a protective case was no more than $10, and more than one-third of respondents bought a case between $11 and $30. About eight of ten of respondents purchased cases at a lower price point: no more than $30. 44% 35% 14% 3% 1% 3% Up to $10 $11-$30 $31-$50 $51-$70 $71-$90 Over $90 Q: What is the lowest price you have ever paid for a protective case for any electronic device? Lowest Price Ever Paid for a Protective Case for any Electronic Device Base: 207 respondents JUST-IN-CASE! MAGIC RESEARCH GROUP! 14
  15. 15. A little more than a third of respondents purchased a protective case between $31 and $50, which is the highest price paid for a case. Another third of respondents paid $11 to $30. Finally, one-fifth of respondents purchased a case more than $50, but less than $70. The most common highest price that the respondents could accept for a protective case is from $30 to $70. 7% 27% 31% 21% 4% 10% Up to $10 $11-$30 $31-$50 $51-$70 $71-$90 Over $90 Q: What is the highest price you have ever paid for a protective case for any electronic Highest Price Ever Paid For A Protective Case For Any Electronic Device Base: 207 respondents JUST-IN-CASE! MAGIC RESEARCH GROUP! 15
  16. 16. Reason for Purchasing Protective Case Respondents had different ideas about primary reasons for purchasing cases. According to the results, respondents cared mostly about protection (78%) more than design (69%). However, the interesting thing is that around half of the respondents (51%) considered both design and protection when they purchased the most recent case. Respondents provided alternative reasons for purchasing cases as well. Below is a sample of responses: • Slim • Minimal size • Inexpensive • Light weight • Linked to brand • Quality, usage • Brand, because it is made by Apple • Decoration • Was able to draw on it and create my own design Protection 78% 28%18% 51% Design 69% Q: What were your main reasons for purchasing your most recent case? Please select ALL that apply. Reason For Purchasing Cases Base: 207 respondents 0% 20% 40% 60% 80% 100% 78% 69% 4% Protection Design Other JUST-IN-CASE! MAGIC RESEARCH GROUP! 16
  17. 17. C. Current Behavior Type of Cases in Just-In-Case When presented with the variety of types of cases offered by Just-In-Case, the majority of respondents favored the concept of the custom design case. With an average rating of 8.0, most respondents were mainly interested in the concept’s customizability. Preference of Different Design Types Custom Design Graphic Design Photo Print 3-D Design Top Box(’10’ Rating) 27% 10% 17% 19% Top-2 Box(’10’ or ‘9’ Rating) 52% 31% 30% 31% Mean Score 8.0 7.2 6.7 6.5 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Type of Electronic Devices Respondents Would Order Cases for Respondents were also asked to choose cases for different electronics devices that they were most likely to order from Just-In-Case. More than four-fifths of respondents (85%) indicated that cases for smart phone were the type they were most likely to order. 0% 25% 50% 75% 100% 85% 37% 31% 15% 5% Smart Phone Tablet Laptop Portable Music None of the above Cases Most Likely to Order from Just-In-Case Base: 207 respondents Q: Please select which of the following electronic devices you would be most likely to order from Just-In-Case. Please select ALL that apply. JUST-IN-CASE! MAGIC RESEARCH GROUP! 17
  18. 18. ! Females are significantly more likely than males to order cases for tablet, 46% versus 28%, respectively. However, there were no significant differences in tendency to order smart phone, laptop, or portable music device across gender. Cases Most Likely to Order from Just-In-Case by Gender Base: 207 respondents 0% 20% 40% 60% 80% 100% 85% 28% 28% 14% 5% 84% 46% 34% 16% 5% Smart Phone Tablet Labtop Portable Music Device None of the above Male Female Q: Please select which of the following electronic devices you would be most likely to order from Just-In-Case. Please select ALL that apply. Features The top three most desired aspects of a case were: protection, durability, and being lightweight. The majority of respondents were interested in a case that offers protection as its primary function. JUST-IN-CASE! MAGIC RESEARCH GROUP! 18 Preference of Different Design Types Protection from Damage Durability Light- weight Easy to Clean Waterproof Texture Build-in Stand Top Box(’10’ Rating) 59% 42% 35% 24% 30% 18% 6% Top-2 Box(’10’ or ‘9’ Rating) 73% 60% 53% 43% 40% 35% 15% Mean Score 9.0 8.5 8.3 7.8 7.7 7.5 6.2 10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All
  19. 19. D. Additional Service Appeal Photo booth Overall, the interest level in photo booth was substantially high among respondents with the mean score of 6.9 and 14% of respondents were extremely interested in this type of services. TOP-2 BOX: 35% 1 2 3 5 6 7 8 9 10 EXTREMELY INTERESTED NOT INTERESTED AT ALL 4 MEAN SCORE: 6.9 Interest Level in Just-In-Case Service: Photo Booth Base: 207 respondents Q: Please rate your level of interest in each of the following services for Just-In-Case 0% 5% 10% 15% 20% 25% 4% 2% 6% 3% 12% 12% 15% 10% 21% 14% JUST-IN-CASE! MAGIC RESEARCH GROUP! 19
  20. 20. There were some significant differences by age in terms of interest level in Photo Booth service. Respondents who were 25 years old or older are more significantly interested in it. 18% of ‘25+’ respondents indicated they were extremely interested in Photo Booth service in comparison to only 7% of younger respondents. The average interest level among the older age segment was particularly higher compared to its younger counterpart with the mean score of 7.0 versus 6.5, respectively, on a ten-point scale. Interested Level in Photo Booth Total AgeAge Interested Level in Photo Booth Total <=24 25+ Top Box(’10’ Rating) 14% 7% 18% Top-2 Box(’10’ or ‘’9’ Rating) 35% 28% 40% Mean Score 6.9 6.5 7.1 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by age at the 95% confident level. Blue font denotes significant differences by age at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by age at the 95% confident level. Blue font denotes significant differences by age at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by age at the 95% confident level. Blue font denotes significant differences by age at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Red font denotes significant differences by age at the 95% confident level. Blue font denotes significant differences by age at the 90% confident level. Interest level in the photo booth service was also was markedly higher among the less wealthy, compared to those whose household income was at least $50,000, with the mean score of 7.2 versus 6.6, respectively, on the ten-point interest scale. Interested Level in Photo Booth Household IncomeHousehold Income Interested Level in Photo Booth <$50k $50k+ Top Box(’10’ Rating) 14% 12% Top-2 Box(’10’ or ‘’9’ Rating) 41% 30% Mean Score 7.2 6.6 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Blue font denotes significant differences by household income at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Blue font denotes significant differences by household income at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Interested At All Blue font denotes significant differences by household income at the 90% confident level. JUST-IN-CASE! MAGIC RESEARCH GROUP! 20
  21. 21. In-store Class In terms of in-store classes that teach people how to custom design cases, there were twice as many Asian respondents than non-Asian respondents who showed interest. The Asian respondents were significantly more interested than non-Asian respondents in in-store classes. More than twice as many Asian respondents (16%) showed a higher interest in this program compared to non-Asian respondents (7%). The average interest level rating among Asian respondents was also significantly higher compared to non-Asian respondents, with mean scores of 7.2 versus 6.2, respectively, on a ten-point scale. Difference / Ethicity Total Asian Non-Asian Base 207 134 69 10 13% 16% 7% 9 23% 22% 26% 8 13% 14% 12% 7 14% 16% 7% 6 11% 10% 12% 5 10% 10% 12% 4 4% 5% 3% 3 2% 2% 3% 2 4% 3% 6% 1 6% 3% 13% Top-2 Box 36% 37% 33% Top-3 Box 49% 52% 45% Mean 6.9 7.2 6.2 10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All Red font denotes significant differences by Ethnicity at the 95% confident level. Blue font denotes significant differences by Ethnicity at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All Red font denotes significant differences by Ethnicity at the 95% confident level. Blue font denotes significant differences by Ethnicity at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All Red font denotes significant differences by Ethnicity at the 95% confident level. Blue font denotes significant differences by Ethnicity at the 90% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All Red font denotes significant differences by Ethnicity at the 95% confident level. Blue font denotes significant differences by Ethnicity at the 90% confident level. Appeal Rating of In-store Class JUST-IN-CASE! MAGIC RESEARCH GROUP! 21
  22. 22. In-store Party The in-store design party service attracted more interest from Asian respondents compared to non-Asian respondents. Nearly twice as many Asian respondents demonstrated an interest (37%) in an in-store party than non-Asian respondents (20%). More than 50% of Asian respondents were interested in this idea, while only 33% of non- Asian respondents demonstrated interest. The mean score was also significantly high among Asian respondents in comparison to non-Asian respondents, 7.3 versus 5.5, respectively. Difference / Ethicity Total Asian Non-Asian Base 207 134 69 10 14% 15% 12% 9 17% 22% 9% 8 14% 14% 13% 7 12% 14% 7% 6 14% 14% 13% 5 11% 11% 10% 4 5% 2% 10% 3 4% 4% 3% 2 1% 1% - 1 10% 3% 23% Top-2 Box 31% 37% 20% Top-3 Box 44% 52% 33% Mean 6.6 7.3 5.5 10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All Red font denotes significant differences by Ethnicity at the 95% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All Red font denotes significant differences by Ethnicity at the 95% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All Red font denotes significant differences by Ethnicity at the 95% confident level. 10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All Red font denotes significant differences by Ethnicity at the 95% confident level. Appeal Rating of In-store Party JUST-IN-CASE! MAGIC RESEARCH GROUP! 22
  23. 23. Appendix Concept JUST-IN-CASE! MAGIC RESEARCH GROUP! 23

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