Applications: Consumer U&A Study
LWorldwide Leading Software Vendor in Taiwan
Our client intended to launch
the new office suite applications, this study was undertaken as
a marketing support tool prior to the product launch. The objective was to understand
the process end-users learn about, select, and purchase application
software; the level of end-users satisfaction to the current office
applications; and the extent to which end-users utilize the integrative
features of the office suite.
reviewed existing data and information regarding Taiwan's software
market and computer consumers to develop a questionnaire for a
broad-based consumer U&A survey. Then we conducted random
intercept interviews with 600 visitors of the Taiwan Application
Show, and complimented by a set of depth interviews with resellers
active in the package software market. These interviews focused
on distilling resellers' understanding of Taiwan end users.
The average hardware configuration comprised
a 486 CPU, a hard disk over 125MB, a VGA or higher-resolution
display, and over 4MB memory. Microsoft enjoyed leading market
shares in the Word Processor, Spreadsheet, and Presentation segments,
and fairly consistent across IEU, FIEU, and GEU customer segments.
We delivered the end-users current usage, satisfaction, purchase
behaviors, analyzed the price elasticity for different attributes,
and made our overall recommendations.