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17 Oct 2007
Gadget Projectors - Will the reality live up to the hype

Gadget Projectors – Will the reality live up to the hype?

An important new research study from Decision Tree Consulting Ltd

Introduction

Gaming projectors. LED projectors. Pocket projectors. Projectors on the go. Just a few of the names being used for the new category of projector that is rapidly emerging and is the subject of much speculation. The industry has been excited about the prospect of producing smaller and more portable projectors for some time, but will the reality live up to the hype? And will potential consumers be equally excited?

Millions of dollars are being spent each year in research and development, in order to produce these smaller, brighter and more cost-effective (cheaper!) projectors. It is assumed by many that the lucrative consumer market will be the key target for these products, and with good reason:

35 Million gaming consoles were sold in 2006, with figures set to rise in 2007 thanks to the PS3, Wii and xBox 360

Over 1 billion mobile phones were sold in 2006, with 70 million of those being Smartphones.



Traditional projectors have failed to capture consumer imaginations, but new and innovative products are now within technological reach. In the world of digital convergence, this is a great opportunity for the projection industry to take advantage and to access the consumer market in a new way, creating a new type of “must have” gadget. The subsequent business growth that could follow is clear, but in order to create a new gadget market there are key questions that need to be answered:

•  How will these projectors be used?

•  What are the key performance criteria that need to be met?

•  What are the right price points?

•  What are the different consumer demographic targets?

•  What will be the USPs for the target markets?

•  What will be the product segmentation?

•  How should the industry create awareness, interest, desire and action among consumers?

•  Will the product have to sell itself?

With your help, DTC plans to answer these questions by running an in depth multi-client research programme, giving you valuable insight into what consumers really think, and outlining how the industry can develop this gadget market into a profitable growth business.

Research Scope & Methodology

As these products are currently conceptual ideas, the best research methodology to use is focus groups covering a range of demographic and geographic profiles. Focus group methodology involves the use of a topic / question list by a skilled moderator to lead the conversation among the participants, enabling identification of individual and group reactions and insights. Analysis of the results across a number of groups enables the research team to determine common characteristics and differences, as the basis for segmentation, and to identify drivers, barriers and key messages.

DTC is proposing a series of 9 focus groups for this study, all in the USA , where early adoption of new products is high. We propose 3 different locations ( New York , Chicago and LA) with 3 groups per location, split into age ranges (6-12, 13-17, 18+).

The focus groups will be run under ESOMAR best practice guidelines and in accordance with the legal requirements pertaining to market research among minors.

We propose to run this project on a multi-client basis, thereby significantly reducing the cost of participation for each individual client.

Despite sharing costs, each client will have the opportunity to provide feedback and suggestions on the draft discussion guide to ensure that all relevant topics will be covered. We will provide sufficient time for you to obtain feedback from all relevant teams in your organisation: marketing, product planning, marketing communications, distribution and support.

Deliverables

The report will be delivered in PowerPoint® format and will comprise full analysis of the focus groups as well as detailed key findings, addressing the questions surrounding the future of these new products.

The subscription will include the fees associated with one on-site presentation at your premises (or alternatively a web conference), customised to your needs and enabling your teams to derive maximum benefit from this important project.

A key objective of this project will be to provide strategic and practical analysis, showing how you can take advantage of the dynamic trends in this market in order to develop and grow your business.

The Next Step

To find out more about this important new research study please contact Ben Leet on:

Tel: +44 (0)1438 316253
Mobile: +44 (0)7966 761628

bleet@dtc-worldwide.com

 

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