Ipad3 launch presentation
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Qual research of people queuing for iPad3 in London
Transcript of Ipad3 launch presentation
This Morning Thinktank Spent 2.5h in the Regent Street Queue for the New iPad
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Our Aim: To Catch Extreme Consumer Behaviour in the Wild
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And Make Some Sense of What’s Going On With Apple-Inspired Consumer Gatherings
• WHO?
• WHY?
WHO?
WHY?
AND …
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A PC World ‘Leak’ Meant Some in the Queue Had iPad3s Before the Apple Store Opened ...
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WHAT (THE HECK)?
_ A COLOURFUL LOT
- NOT ALL APPLE FREAKS
- SELF DESCRIPTIONS …
THE QUEUSTERS
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4 Key Queuing Types
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Media Hungry Adventure Seekers
Bonders Geeks
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
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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
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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
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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)
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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
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And the Hangers-On … Some Other Brands Couldn’t Resist Piggy-Backing!
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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
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
www.thinktank-international.blogspot.com
http://twitter.com/#!/thinktank_int
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THANK YOU!Should you have any questions, please do not hesitate to contact
Konstantin Pinaev [email protected] [email protected]
