Qualitative Research ReportHewlett-Packard – HP Envy 24

Prestige WorldwideTexas State UniversityMC 4317 – Monday 12:30Jeffery Aselu, Aja Brooks, Alex Eldemire, Katelyn Hawkes, Sam Richardson, Natalie Runnels, Susan Selesky, Bryan Sorto

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Table of Contents

Company, Category & Competition Situation Analysis:4- Company5- Current Consumer6- Category7- Competitive Creative Analysis 8- SWOT Analysis

Quantitative Research:11- Objectives12- Screener13- Survey Specs14- Results

Qualitative Research: 16- Objectives17- Recruiting Specs18- Methodology21- Key Insights

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Company, Category & Competition Situation AnalysisMarketing, Market share, Competition & SWOT Analysis

HP - 4 P’s of Marketing Products: laptops,

tablets, desktops, workstations, servers, storage, printers and accessories.

Place: worldwidePromotion: Print,

Tv, Online advertising, press releases and press kits

Price: $89.99 - $349.99 (monitors)

The Current HP ConsumerDemographics:

1. Ages: 45-542. Education: college graduate (undergrad +)3. Household Income: $75,000-$100,0004. Geographical region: South5. Race: White

(Source: MRI+University Reporter)Psychographics:

6. Social grade: A&Ba. intermediate/higher management types, administrative

or professional7. Succeeders:

a. strong goal orientation, confidence, work ethic, organization, support status quo, value stability. Brand choice based on reward, prestige - the very best. Also attracted to ‘caring’ and protective brands.

(Source: examstutor.com - 8 Psychographic Segmentation)

Category

Dell, Samsung, HP, Lenovo, and LG make up over half of the worldwide PC monitor market.

Data from International Data Corporation- PC Monitor Tracker, 2014

CategoryTraditional Competitors

● Dell maintained its number 1 position in the second quarter of 2014 with a worldwide market share of 15.4% of shipments of 5 million units. Dell continues to be the number 1 vendor in the U.S. with a 29.4% share.

● Samsung ranked number 2 in terms of total units shipped, however ranked number 1 with respect to total revenue earning 1.04 billion in the second quarter of 2014. Its revenue makes up 17.9% share in total market value.

● Lenovo moved up to the number 4 position, growing 8.2% from the previous quarter.

● LG dropped to number 5, however it remains number 1 in Latin America with 32.4% market share.

*International Data Corporation PC Monitor Tracker

Non Traditional Competitors

● Smartphones and tablets, which are expected to soon outsell PC monitors.

Competitive Creative Analysis

All advertisements from the competitors emphasize the quality of their monitors, often by playing upon the line between real and computer-generated (as seen in “So Real It’s Scary”). Additionally, competitors emphasize the versatility of their monitors by targeting consumers who are versatile, active, and innovative. Each ad in the analysis moves away from the notion that desktop monitors are for sedentary, office types by addressing consumers who are both innovative and active by highlighting the ways their monitors can complement this lifestyle. This, undoubtedly, is a strategy shared across

the category due to the increasing demand and availability of high quality, mobile screens such as tablets and laptops. In an effort to compete, the ads must shake the idea that one must be glued to a chair to use their monitors- even if that notion is true.

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Quantitative ResearchSurvey Specs & Results

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Research Objectives

To understand what people ages 18-24 are looking for in a desktop monitor.

To understand what may prevent our target market from purchasing a desktop monitor.

To understand how target market uses smartphones and tablets (data-heavy devices).

To understand how target market integrates their devices (smartphones, tablets, PC).

To understand how target market benefits from seamless device integration.

To understand how target market uses/would use a desktop monitor.

To understand how the target market feels about the screen size of smartphones and tablets.

To understand if the target uses mobile and tablet devices for literary reasons.

To determine the decision making process of HP monitor buyers.

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Screener Questions

 1) Which of the following devices do you own? (Check all that apply)

-Smartphone-Tablet-Laptop computer-Desktop computer-None of the above

2) Please indicate your age below:

3) Please indicate the highest level of education completed: 

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Quantitative Survey Specs Platform: SurveyMonkey 20 questions:

Brand familiarity Mobile device usage Satisfaction with current device

Distribution: social media (Facebook, Twitter etc.) Email

Sample Reached: convenience sample (Texas State students)

153 respondents

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Results Overview:

DEMOGRAPHICS Majority: ages 18-24 High school, some

level of college or Bachelor's degree

Currently own smartphone, Tablet or laptop

FINDINGS: Usage Trends:

Talk & Text: 99% Social media: 96% Email: 95% Web Surfing: 93% Video Streaming: Daily: 35% Weekly: 38%

Familiar Brands: Apple: 87% Dell: 64% HP: 40%

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Qualitative Research Methodology & Findings

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Research Objectives

To understand the ways that consumers use their mobile devices

To identify what factors drive consumers’ tech purchasing habits

To identify current consumer brand perception of HP

To explore they ways the HP Envy 24 could benefit mobile device users

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Recruiting Specs

Who do we want to talk to? Students Ages 18-24 Currently own mobile devices▪ laptop, smartphone, tablet, etc.

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Methodology - Overview

Respondents gathered from pool of Texas State students & pre-screened prior to focus group.

Respondents given the option between two meeting times for convenience – morning and afternoon – to meet at Alkek Library. Group 1: observation & discussion group – aims to gather

current device use, brand perception, attitudes & evaluate current HP promotional material

Group 2: demonstration & discussion group – aims to understand current tech purchasing habits and understand how the product can be utilized by respondents in everyday life

One team member to pose as a respondent in each session to observe and keep conversation flowing naturally.

Other team members to act as moderators, make observations & take notes.

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Methodology – Group 1

Brand and current marketing perception (45 minutes) 7 respondents total

6 female, 1 male Age range: 20 - 23

Respondents encouraged to bring their mobile devices -- snacks provided

“Waiting room” observation period of 20 minutes – respondents encouraged to use their mobile devices, moderators make note of usage trends.

Moderators lead discussion on current consumer brand perception (apple, HP, Samsung) and their current mobile device brands.

Moderators show current promotional video on HP Envy 24 and lead discussion on product specs and consumer insight/interest about the product from available materials.

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Methodology – Group 2

Current tech purchasing habits/product demonstration (45 minutes)

3 respondents 2 male, 1 female Age range: 19 - 21

Respondents encouraged to play around with the device – plug in their phones to demonstrate use and features (navigation, sound quality, video quality) – snack provided

Moderators lead discussion on current mobile devices and what drives respondents’ tech purchasing habits.

Moderators lead discussion on product specs and respondent perception.

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Qualitative Key Insights: Summary

The majority of respondents reported being familiar with Apple and Dell; most respondents owned one mobile device from either of these brands.

When asked about their current tech purchases, respondents reported brand loyalty and ease of use both play a large role in purchasing.

When asked about their perceptions of HP, respondents reported being familiar with the name HP but being more familiar/owning products from other companies (Samsung, Dell, Apple, etc.)

Respondents shown current promotional material had little change in their perception of the product, while respondents who were allowed to use the product were much more interested in the possibilities of owning the device.

Overall, respondents having used the device, found the concept of using the monitor to expand the entertainment capacity of their mobile devices the most appealing.

Brand perception of HP is low; respondents considered “trendier” brands to HP in past tech purchasing.