Demand Express Eyetop Wearable DVD Player
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Demand Express
Eyetop Wearable DVD Player
For More Information, Contact:
Balazs Korom
Direct: 925.327.2017
Main: 925-820-7350
Balazs.Korom@ipsos.com
September 2009 Linking Market Research to Market Performance
Key Findings:
Eyetop Wearable DVD Player
The Eyetop portable DVD player low Mass Market Potential signals an
Market alert that Eyetop is not likely to have any broad market appeal.
Potential Consumers find no need for this product, particularly at it’s high price
point.
African-American Men, Ages 25-44 have the strongest interest
Watch more television than average including morning shows, talk
shows, and kids programming.
Consumer Look to sales people and consumer reviews when purchasing products.
Target Prefer to shop online and place high importance on quality and brand
name.
Spend the majority of their time online purchasing movies on demand,
investments and electronics.
In it’s current form Eyetop’s message does not translate well to mass
Communication media. The overall benefits of the product have difficulty breaking
through to consumers.
Strategy The below average BuzzMeter score indicates word of mouth will be
limited.
Detailed Copy Product specifications and portability resonate most: High resolution
screen, watch movies on the go, don’t have to carry around a big screen
Evaluation to enjoy a movie.
© 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 2Vantis Scores
Market Performance Indicators
The Eyetop portable DVD player low Mass Market Potential signals an alert that Eyetop is
not likely to have broad market appeal. The concept is perceived as being highly unique,
particularly among Males ages 25-44, however, most key metrics, need in particular, rank
in the bottom 20th percentile of the database. With a considerably low need for a product
with a premium price point, consumers find little purchase interest for the Eyetop.
Mass Market Potential
Caution Marginal Advance
Eyetop Portable
DVD Player 57
0 67 133 200
Key Measure Scorecard
Bottom 20 Below Above Top 20
Percentile Average Average Average Percentile
Seek Information
(Top Two Box %) 28%
Purchase Intent
(Top Box %) 6%
Purchase Intent
(Top Two Box %) 14%
Liking
(Mean 6-Point Scale) 2.8
Price/Value
(Mean 5-Point Scale) 2.3
Uniqueness
(Mean 5-Point Scale) 3.8
Believability
(Top Box%) 25%
Need Fulfillment
(Top Two Box %) 18%
Although the Vantis Database consists of over 15,400 product evaluations, the scores of this study were
compared to a subset of approximately 550 similarly priced products.
© 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 3Targeting Snapshot
Likely buyers tend to be single, African-American males between the ages of 25-44. They
tend to live in a townhouse/duplex or apartment in a rural area and have large house holds
with kids 12 and younger. Their media consumption is particularly high, they spend several
hours a week watching a wide array of television including: kids programming, morning
shows and soap operas. They are likely to have a daily subscription to a newspaper as well
as subscribe to several magazines. Likely buyers spend a considerable amount of time on
the internet, blogging, keeping up to date on current events and entertainment news and
streaming media content such as music and videos. They put a heavy influence on quality
and brand and look to sales people and consumers reviews to aid their purchase decisions
which are predominantly made online.
Demographics Total Target Media Habits Total Target
Index Index
(153) (21) (153) (21)
Male 50 57 114 Hours/week (mean) 30.1 52.4 174
Gender (%)
Female 50 43 86 Movies 5.9 12.1 204
18-24 20 19 94 Comedy series 4.2 5.0 119
25-34 29 43 149 Drama series 3.9 3.5 90
35-44 16 19 117 Kids programming 1.3 4.4 336
Age (%)
45-54 24 14 59 Sports 2.7 4.0 146
55+ 11 5 46 TV (Hrs/Wk) Reality TV 2.4 4.0 170
Mean Age 38 34 90 Soap operas 0.6 1.5 235
Caucasian 54 43 79 News 3.3 5.7 174
Hispanic 22 24 107 Weather 0.8 1.8 241
Ethnicity (%) African-American 14 24 165 Talk shows 1.1 3.1 272
Asian 5 5 104 Morning shows 1.1 4.0 353
Other 5 5 104 Game shows 1.0 2.0 206
Married 53 48 90 Newspaper (%) Daily Subscription 26.1 33.3 128
Marital
Single/Wid/Div 47 52 111 Magazines Number of
Status (%) 3.2 4.6 144
(Mean) subscriptions
Age 5 and under 17 33 196 Internet Hours/week (mean) 21.3 29.8 140
Children at home Age 6 to 12 17 33 196 News/headlines 58 67 115
(%) Age 13-17 13 14 109 Entertainment News 37 67 182
HH Size (mean) 3 3 119 Social networking 64 71 111
Income Mean ($000) 66 77 118 Online stores 54 62 115
Urban 33 33 102 Personal finance 54 57 105
Websites
Residence (%) Suburban 54 48 89 Stocks and investments 16 29 175
(% visit weekly)
Rural 14 19 139 Watch TV/videos 55 81 148
Single Family Home 61 48 78 Product reviews 39 48 121
Type of Townhouse / Duplex 7 14 199 Read blogs 24 43 177
Home (%) Apartment 29 33 113 Stream music 28 38 139
Write blogs 7 14 220
Info Search & Purchasing
Friends/Family 85 81 95 Music 32 48 149
Talk to salesperson 24 38 157 PC accessories 21 19 91
Info
Consumer reviews 64 76 119 Electronics 31 52 171
Sources (%)
Expert reviews 41 43 106 Movies on demand 17 43 252
Company website 58 43 75 Online Durable goods 35 33 96
Prefer Retail 70 62 89 Purchasing (% Insurance 14 24 165
Purchasing (%)
Prefer Online 30 38 127 last year) Movie Streaming 39 57 148
Price 48 38 79 Investments 11 24 214
Purchasing
Quality 44 52 118 Banking services 21 29 137
Importance (rank
Brand 3 5 185 Personal computers 18 43 234
order %)
Convenience 5 5 104 Movie downloads 14 33 243
© 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 4Communications Impact
Communications indices are in the bottom 20th percentile for the Eyetop concept, which
indicates that a significant amount of messaging work is needed to enhance the
communication. A stronger, more in depth focus on key features coupled with defining an
unmet need that the product could satisfy may potentially spark more interest. The below
average BuzzMeter rating implies most consumers will not generate a significant amount of
buzz about this product in its current form.
Communications Indices
Bottom 20 Below Above Top 20
Percentile Average Average Average Percentile
Message Power 64
Buzz Power 87
© 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 5Detailed Copy Evaluation
Concept Highlighter
The copy is shown below in the sequence it appears on the concept. Phrases
surrounding the concepts hardware specifications and portability were among
the highest mentioned.
"Watch movies on the go with the Eyetop portable DVD player" 23%
"The LCD screen in front of the right shade provides a high-quality
19%
viewing experience"
"while your left eye navigates to your destination" 9%
"You no longer need to carry around a screen to enjoy a private" 21%
"mobile movie-watching experience" 12%
"Just pop a DVD into the player and go!" 11%
"Control unit comes with carrying bag" 7%
"and detachable belt clip" 6%
"Video glasses are highly durable" 11%
"used for battlefield surveillance worldwide" 12%
"High resolution screen creates 76,800-pixel image in 24-bit color" 22%
"Video glasses take 4 AA batteries" 10%
"DVD player includes rechargeable battery" 16%
"Price: $599" 0%
0% 10% 20% 30%
Percent
Reason to Buy
© 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 6Methodology
Country USA
Dates of
August 31, 2009 – September 3, 2009
Fieldwork
Data
Collection Online
Method
Concept JPEG
Specs 1 pg
Sample
N=150
Size
Sample General population
Definition Internet access
Sequential monadic survey
Exposure
3 concepts per respondent
Method
Test concept exposure rotated to avoid order bias
Length of
15 minutes
Survey
© 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 7Questionnaire Details
Key Measure Scorecard
Which statement best describes how likely you would be to seek more
information about the product/service?
Seek Information Response on a 5-Point Scale – “Definitely Would” to “Definitely Would Not”
Buy
Which statement best describes how you feel about buying/signing up for the
product/service?
Purchase Intent Response on a 5-Point Scale – “Definitely Would” to “Definitely Would Not”
Buy
How much do you think you would like or dislike the product/service?
Liking Response on a 6-Point Scale – “Like Extremely Well” to “Not Like at All”
Considering the price, how do you feel about the value of the
Price/Value product/service?
Response on a 5-Point Scale – “Very Good Value” to “Very Poor Value”
How would you rate the product/service in terms of being new and different
from other products currently available?
Uniqueness Response on a 5-Point Scale – “Extremely New and Different” to “Not at All
New and Different”
How well would the product/service solve a problem or fulfill a need for you?
Need Fulfillment Response on a 5-Point Scale – “Definitely Would” to “Definitely Would Not”
Which statement best describes how you feel about the believability of the
Believability statements made about the product/service?
Response on a 4-Point Scale – “Very Believable” to “Not at All Believable”
Buzz Power
If I owned this product, I would want people to know I personally own it or
use it
Agree/Disagree I would email tor tell friends and family about this
I would recommend this to people I know
(5 pt scale) I would search websites for consumer ratings, blogs, or more information
about it
This product will create a lot of excitement and will be talked about
© 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 8Demand Express Deliverables Mass Market Potential The Mass Market Potential is a calculation of eventual consumer demand, rescaled from 0 to 100 for simple interpretation. In contrast to a full forecast, the Mass Market Potential focuses only on consumer demand, and does not account for marketing plans (generating awareness and building distribution). The Mass Market Potential is used to help your business prioritize ideas early, according to a market proven metric. A correlation of the Vantis Mass Market Potential to in-market sales indicates that concepts with a top third score have a 70% success rate in market. Ballpark forecasting can also be conducted at the early concept stage, though that is not part of this annual Demand Express offer. Key Measure Scorecard Survey scores for each new concept are compared to the Vantis Database. Vantis owns the world’s largest database of new concept scores in technology, durable goods, health, and services industries. By comparing scores of new products and services to the database, we can speak to the absolute strength about the survey scores. The individual key measure scores and their pattern are both important parts of the interpretation. The individual score (ie, low believability) can reveal a specific problem area. The pattern typically classifies into one of approximately 20 new product archetypes. Understanding the archetypes informs strategy and assists in communications development. Targeting Snapshot The standardized Demand Express survey includes demographics, shopping and media habits. The summary, as depicted on page 4, is meant to give a topline understanding of the consumer target. Message Power Message Power scores the ability to execute the message in mass marketing. A high copy score vs. the norm results when one or few clear, differentiated benefits are present. Demand potential is adjusted based on the ability to convey the message in market. Message Power is informed by the Concept highlighter exercise, where consumers are asked to “click on” the words or phrases in the concept that are reasons to buy and/or are new and different from other products/services they’ve seen before Buzz Power Some products are more likely to be discussed, even hyped by faithful buyers. Buzz Power indicates how much word-of-mouth (buzz) a new product will generate. Buzz Power links directly to demand potential, whereby high buzz scores translate to incremental awareness in the market. © 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 9
Concept
Watch movies on the go with the Eyetop portable DVD player. The LCD screen in front of the right shade
provides a high-quality viewing experience while your left eye navigates to your destination. You no longer
need to carry around a screen to enjoy a private, mobile movie-watching experience. Just pop a DVD into the
player and go!
• Control unit comes with carrying bag and detachable belt clip.
• Video glasses are highly durable: used for battlefield surveillance worldwide.
• High resolution screen creates 76,800-pixel image in 24-bit color.
• Video glasses take 4 AA batteries; DVD player includes rechargeable battery.
Price: $599
© 2009 Ipsos Demand Express: Eyetop Wearable DVD Player 10You can also read
