This document summarizes Thinktank's observations from spending 2.5 hours in the queue for the new iPad launch at an Apple store in London. It describes the different types of people they observed in the queue ("queusters") including the media hungry, adventure seekers, bonders, and geeks. It also notes some opportunists who were paid to hold places in line. The most striking observations were that the Apple queue works as an experiential catalyst, demonstrates the confidence of the Apple brand, and functions as a manifestation of an Apple religion for some repeat queusters. Thinktank is an international qualitative research consultancy that conducted this observation to better understand consumer behavior.

1. CONSUMERS IN THE WILD SERIES
THINKTANK IN THE IPAD QUEUE
16 MARCH 2012
konstantin@thinktank.uk.com
1

2. This Morning Thinktank Spent 2.5h in the
Regent Street Queue for the New iPad
2

3. Our Aim: To Catch Extreme Consumer
Behaviour in the Wild
3

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 Seekers
7 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
minutes
8

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 Glasto
9

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
purpose
10

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 abroad
12

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_int
15

16. THANK YOU!
Should you have any questions,
please do not hesitate to contact
Konstantin Pinaev konstantin@thinktnk.uk.com
Sabine Stork
sabine@thinktank.uk.com