Hoping to Make Phone Buyers Flip
What makes a person choose the cell phone they do? Is it the color, the features, the cost, something else or a combination of these things? This is a very important question that cell phone companies are spending big bucks to find the answer(s) to.
“These days, designing a new mobile phone can seem like something out of an episode of “Dr. Phil.””“LG Electronics, the maker of the Chocolate and Voyager phones, begins by asking focus groups to keep a journal, jotting down feelings about features they like most. Participants can call a toll-free number to share their emotions about the phone they are testing. And sometimes they are asked to draw pictures that represent their mood when they hold the phone.”
““Our job is to be behaviorists and psychologists,” said Ehtisham Rabbani, LG’s vice president for product strategy and marketing. “We constantly have to be reminding ourselves that we tend to be geek types and our customers are not.””
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