CLIENT: XIAOMI

BRAND: XIAOMI

Detailed TA: 5 Xiaomi users, male, 19-23 years old, in HCM City

Date: 08-09/05/2017

Method: Telephone Interview and Direct Interview

TA profile:
- Be well-educated
- Have already known about Xiaomi
- High online frequency and media consumption

Expected outcome:

- Figure out the reason(s) why most of MiFans do not join Mi community

- Better understand the barrier(s)/drivers make them willing to be Mi

Community members

Questions:

Introduction: To generally learn about audience

1. Which smartphone brand do you use? When did you buy this mobile?
2. Why did you choose to buy this brand/ this mobile?

Filter: To distinguish between MiFans and non MiFans, then define the
appropriate approach.

3. Are you in favor of your smartphone now?

4. Are there any apps by Xiaomi system in your smartphone? Can you list
out some of them.
5. Have you ever heard about Mi community?
6. Have you joined/experienced Mi Community?

Intensive understanding:

Users have already joined Mi Community (to learn about their

motivations)
 7. From what source do you know about this community? Is it difficult for
you to find out information?
8. How often do you surf/interact with other participants on Mi
Community?
9. How do you think about the process to register? Is is complicated or
not?
10. How do you think about the content/appearances/participants?
11. What aspect do you dislike/like most? Why?
12. Use 2 keywords that you think most suitable to describe this
community

Users without awareness of Mi Community (to learn about their

motivations)

13. Do you feel completely satisfied with all features provided by

Xiaomi?
14. (Optional) Have you ever joined any community/forum on social
media? Why do join it?
15. How do you think if there is a community for people using
smartphone like yours? Is it necessary?
16. What do you expect to gain from this community (content,
participants, appearances)
17. Among such aspects, which one do you like most? Which one
motivates you most to join the community? Why?

Users have already known about Mi Community but do not enroll (to
learn about their barriers and explore their motivations)
18. Why didnt you join this community?
19. Do you feel completely satisfied with all features provided by
Xiaomi?
20. What do you expect to gain from this community (content,
participants, appearances)
21. Among such aspects, which one do you like most? Which one do
you think most important?

Campaign: (to explore potential tactics to use for execution)

22. What social media channel do you use?

23. How often do you use social media and e-devices?
24. What activities do you usually perform on those channels?

INTERVIEWEES
Nguyen Tan Minh 20, student
Tran Trung Tin 19, student
Nguyen Le Gia Khanh 22, officer
Pham Dac Hoang, 20, student
Vo Tri Dung, 23, engineer