Demand Express
Eyetop Wearable DVD Player
For More Information, Contact:
Balazs Korom
Direct: 925.327.2017
Main: 925-820-7350
[email protected]
September 2009
Linking Market Research to Market Performance
Key Findings:
Eyetop Wearable DVD Player
Market
Potential
 The Eyetop portable DVD player low Mass Market Potential signals an
alert that Eyetop is not likely to have any broad market appeal.
 Consumers find no need for this product, particularly at it’s high price
point.
Consumer
Target
 African-American Men, Ages 25-44 have the strongest interest
 Watch more television than average including morning shows, talk
shows, and kids programming.
 Look to sales people and consumer reviews when purchasing products.
 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.
Communication
Strategy
Detailed Copy
Evaluation
© 2009 Ipsos
 In it’s current form Eyetop’s message does not translate well to mass
media. The overall benefits of the product have difficulty breaking
through to consumers.
 The below average BuzzMeter score indicates word of mouth will be
limited.
 Product specifications and portability resonate most: High resolution
screen, watch movies on the go, don’t have to carry around a big screen
to enjoy a movie.
Demand Express: Eyetop Wearable DVD Player
2
Vantis 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
Eyetop Portable
DVD Player
Marginal
Advance
57
0
67
133
200
Key Measure Scorecard
Bottom 20
Percentile
Seek Information
(Top Two Box %)
Below
Average
Above
Average
Top 20
Percentile
28%
Purchase Intent
(Top Box %)
Purchase Intent
(Top Two Box %)
Average
6%
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
3
Targeting 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
Gender (%)
Age (%)
Ethnicity (%)
Marital
Status (%)
Children at home
(%)
Income
Residence (%)
Type of
Home (%)
Male
Female
18-24
25-34
35-44
45-54
55+
Mean Age
Caucasian
Hispanic
African-American
Asian
Other
Married
Single/Wid/Div
Age 5 and under
Age 6 to 12
Age 13-17
HH Size (mean)
Mean ($000)
Urban
Suburban
Rural
Single Family Home
Townhouse / Duplex
Apartment
Info Search & Purchasing
Friends/Family
Talk to salesperson
Info
Consumer reviews
Sources (%)
Expert reviews
Company website
Prefer Retail
Purchasing (%)
Prefer Online
Price
Purchasing
Quality
Importance (rank
Brand
order %)
Convenience
© 2009 Ipsos
Total
(153)
50
50
20
29
16
24
11
38
54
22
14
5
5
53
47
Target
(21)
57
43
19
43
19
14
5
34
43
24
24
5
5
48
52
17
17
13
3
66
33
54
14
61
7
29
33
33
14
3
77
33
48
19
48
14
33
196
196
109
119
118
102
89
139
78
199
113
85
24
64
41
58
70
30
48
44
3
5
81
38
76
43
43
62
38
38
52
5
5
95
157
119
106
75
89
127
79
118
185
104
Index
114
86
94
149
117
59
46
90
79
107
165
104
104
90
111
Media Habits
Hours/week (mean)
Movies
Comedy series
Drama series
Kids programming
Sports
TV (Hrs/Wk)
Reality TV
Soap operas
News
Weather
Talk shows
Morning shows
Game shows
Newspaper (%) Daily Subscription
Number of
Magazines
subscriptions
(Mean)
Hours/week (mean)
Internet
News/headlines
Entertainment News
Social networking
Online stores
Personal finance
Websites
Stocks and investments
(% visit weekly)
Watch TV/videos
Product reviews
Read blogs
Stream music
Write blogs
Online
Purchasing (%
last year)
Demand Express: Eyetop Wearable DVD Player
Music
PC accessories
Electronics
Movies on demand
Durable goods
Insurance
Movie Streaming
Investments
Banking services
Personal computers
Movie downloads
Total
(153)
30.1
5.9
4.2
3.9
1.3
2.7
2.4
0.6
3.3
0.8
1.1
1.1
1.0
26.1
Target
(21)
52.4
12.1
5.0
3.5
4.4
4.0
4.0
1.5
5.7
1.8
3.1
4.0
2.0
33.3
Index
174
204
119
90
336
146
170
235
174
241
272
353
206
128
3.2
4.6
144
21.3
58
37
64
54
54
16
55
39
24
28
7
29.8
67
67
71
62
57
29
81
48
43
38
14
140
115
182
111
115
105
175
148
121
177
139
220
32
21
31
17
35
14
39
11
21
18
14
48
19
52
43
33
24
57
24
29
43
33
149
91
171
252
96
165
148
214
137
234
243
4
Communications 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
Percentile
Message Power
Buzz Power
© 2009 Ipsos
Below
Average
Average
Above
Average
Top 20
Percentile
64
87
Demand Express: Eyetop Wearable DVD Player
5
Detailed 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.
23%
"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"
19%
"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"
"Price: $599"
16%
0%
0%
10%
20%
Percent
30%
Reason to Buy
© 2009 Ipsos
Demand Express: Eyetop Wearable DVD Player
6
Methodology
Country
 USA
Dates of
Fieldwork
 August 31, 2009 – September 3, 2009
Data
Collection
Method
 Online
Concept
Specs
 JPEG
 1 pg
Sample
Size
 N=150
Sample
Definition
 General population
 Internet access
Exposure
Method
 Sequential monadic survey
 3 concepts per respondent
 Test concept exposure rotated to avoid order bias
Length of
Survey
 15 minutes
© 2009 Ipsos
Demand Express: Eyetop Wearable DVD Player
7
Questionnaire Details
Key Measure Scorecard

Seek Information


Purchase Intent
Liking




Price/Value


Uniqueness
Need Fulfillment




Believability

Which statement best describes how likely you would be to seek more
information about the product/service?
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?
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?
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
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?
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?
Response on a 5-Point Scale – “Definitely Would” to “Definitely Would Not”
Which statement best describes how you feel about the believability of the
statements made about the product/service?
Response on a 4-Point Scale – “Very Believable” to “Not at All Believable”
Buzz Power

Agree/Disagree
(5 pt scale)




© 2009 Ipsos
If I owned this product, I would want people to know I personally own it or
use it
I would email tor tell friends and family about this
I would recommend this to people I know
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
Demand Express: Eyetop Wearable DVD Player
8
Demand 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
10