Hewlett-Packard (HP) wanted a better understanding of the decision-making process students use when buying a computer and printer for college. They wanted to know: Which touch points are most important? What do they do when setting out to purchase? Where do they go, and how do they decide where to shop? What do they like and dislike about the sites or stores they visit? Who and what influences them? Why was one brand chosen over another? What would make their shopping experience better? And, if they didn’t choose an HP PC or printer, what could HP have done differently to be their product of choice?
HP turned to Qualvu, whose innovative video approach allows companies to get into consumers’ lives, to gain a complete and accurate understanding of how their target audience acts. HP leveraged Qualvu’s flexible platform and technologies that would allow HP’s teenage market to share rich insights in the most natural method possible to deliver on each assignment.
But what was remarkable was the methodology used in this study. The approach to mobile research used in this project was not tied to a specific device. Instead, it focused on enabling HP to accompany a consumer everywhere, anywhere, and whenever to capture the real life events that lead to invaluable insights.
Download this case study to learn how Hewlett-Packard gave consumers the flexibility to record real life events whenever and wherever they naturally occurred!
“ HP successfully used the insights from the study conducted in partnership with Qualvu to create a ‘back-to-school’ campaign for HP products that over-delivered sales expectations. ”
Americas Shopper Insights, Hewlett-Packard