1. Methodologies Utilized:
 Online bulletin board/focus group
 Social media recruitment
 Usability/UI/UE
 Quantitative
 Unique methods/custom
user-friendly market research™
CASE STUDY
An Interest in iPhones

2. user-friendly market research
Project Background
The iPhone was released on June 29, 2007,
after Apple and AT&T successfully partnered
to provide consumers with what fans consider
the single greatest and most significant
product of the modern era.
On June 30 of the same year, Microsoft and
the competitive wireless carriers awoke in
need of a stiff drink, and a good plan.

3. user-friendly market research
Client Objectives
One of those concerned parties came to us,
looking to supplement monthly iPhone
tracking studies with direct user feedback.
The client specifically wanted to understand
the impact of iPhone use on small business
habits and needs.
Illustrative feedback would allow the client to
react to the inevitable shift in customer
needs and expectations on a number of levels
(features, functionality, battery life, etc).

4. user-friendly market research
The Challenge
We designed a research study to elicit the
detailed feedback the client needed.
Finding the relatively few participants who fit
the very specific criteria of the target
demographic at launch (small business
owners with an iPhone), and could make the
time commitment to articulate a semi-
euphoric experience.

5. user-friendly market research
Our Approach
Given the specificity of client objectives, we knew
that an online, asynchronous discussion group
would allow participants to fully report on their
daily uses and experiences with the iPhone, while
minimizing peer influence. Our ThoughtCast
methodology would enable participants to
respond to posted questions with detailed
answers, at their convenience; the perfect fit for
early adopters.
Our approach led us to realize that what we (and
the client) were truly looking for were authentic
user reviews. So, we decided to go straight to the
authoritative source for user reviews; blogs.

6. user-friendly market research
The Outcome
We contacted the hosts, and commentators of
pre-eminent technology themed blogs, as well as
a few Apple fan blogs for good measure. This
generated a good deal of interest in participation,
and we were able to screen potential
respondents based on the criteria established at
the onset of the project.
Thus, we were able to identify enthusiastic small
business iPhone accounts, and collect the detailed
and insight-rich user reviews necessary to satisfy
client objectives.

7. user-friendly market research
The Upside
We learned a great deal about the iPhone and
what its release meant, (and still means) for the
industry. As a result of this project we also
learned how to target and verify niche
demographics quickly and efficiently online.

8. user-friendly market research
Thank You!
Contact us with questions or to request a proposal
212.660.0110
info@goodmind.net
www.goodmind.net
Follow us on Twitter: @goodmindMR