To listen or talk?
Ten teens and young adults were observed and interviewed for several hours regarding their mobile music usage, usability, and meaning. We discovered a completely new segmentation characterized by "personas" consisting of actual respondents. Each persona was fleshed out with a full set of attributes, priorities, likelihoods-to-purchase, and age-related trends with implications marketing, products & services, and usability. As a result, Infospace realigned their technology acquisition and development as well as their target markets. |
