Case Study: Concept Test

Audience and Methodology: 3 ‘friendship clusters’ of 10 were recruited in two markets (UK and India); one friends, one colleagues and one parent/child pairs. Mix of high end/low end, client/competitor phone users.

Background and Objectives: Will our new app be well received by our target market?

Kadence was commissioned to discover current appeal of beta versions of mobile search applications. Client wanted to learn from what was already available for consumers and build on these in app development. Friendship clusters trialed the apps over two weeks before feedback and development sessions via focus groups and IDI’s.

Insights:

The study found that current applications raise privacy concerns amongst users and hence there is a strong need for user controls. Comparisons with online Social Networks were great
Development routes were identified to help applications better fit within consumers’ everyday life

Case Study: Concept Test

Audience and Methodology: 3 ‘friendship clusters’ of 10 were recruited in two markets (UK and India); one friends, one colleagues and one parent/child pairs. Mix of high end/low end, client/competitor phone users.

Output Examples: