RESEARCH REPORT

EXECUTIVE SUMMARY

• Engineers at our company believe that certain hardware specifications for the
smartphone will win the day for XXYYZZ, however, there is debate as to
which hardware specification to focus on, including: battery life, fashionable
case/body or rubberized body, processor speeds, quality and resolution for the
camera and memory and storage.
• After this research the most important recommendation is ‘The new phone
should have the features battery life, high-end camera, internal storage,
messaging and a find my iPhone app’.
• Also, the company should invest in developing a premium phone as there is a
great ask for, if the phone includes the best market wireless reception,
durability and battery life.
RESEARCH QUESTION

• What are the most important targets for

developing a new phone on the market that has
changed so quickly?
 KEY FINDINGS

• The focus group. A wide variety of topics were discussed in the focus group
about cell phones. The key findings are:
• A majority had Apple cell phones ranging from Apple 5s to Apple 9. only two
had Android products.
• Favourite features included camera use, messaging, social media, office
calendaring program, international free video, durability and good battery life.
• If the phone didn’t have good reception, all participants would not purchase
the phone merely for their favourite feature.
• Participants will spend $300-$800 for their cell phone. Most prefer payment
plans between $25-$60 a month.
• A majority of participants were disenchanted by how technology, messaging
and social media has impeded their personal one-on-one interactions.
 KEY FINDINGS

• The survey. A wide number of different questions were asked in the survey, the
key findings to this survey are:
• A phone with best on the market wireless reception, durability and long
battery life came was most likely to be bought for a higher cost than 90% of
the phones on the market.
• In the age 18-24 there were more IOS (Apple) phones than Android phones.
• Most important features for age 18-24 are texting and messaging, and second
phone and/or video calls.
 RECOMMENDATIONS

• For age 18-24 most important

features are texting and messaging,
and second phone and/or video calls,
these should have good quality on
the new phone.

• The new phone should have the

features battery life, high-end camera,
internal storage, messaging and a find
my iPhone app.
 RECOMMENDATIONS

• The company should invest in

developing a premium phone as
there is a great ask for, if the phone
includes the best market wireless
reception, durability and battery life.

• The new phone should cost between

$300 and $800, with the ability to
pay by month.
 RECOMMENDATIONS

• Before this research engineers believed

that the choice between a fashionable
case/body or rubberized body would
be very important, and the research has
proved that this is right. The body
should be a match between an android
phone and an Apple phone, as the
difference between the two is 50,68%
for Apple and 48,65% for Android.
RECOMMENDATIONS

• The focus should be on texting and

messaging, but also on ‘getting
information’, which includes news
weather and social media.
This is because the survey shows that
the first one is used mostly almost
every hours a day, but the second one
is used mostly a few times a day.
 METHODOLOGY

• The focus group

• The focus group conducted on May 16, 2017 at the International Centre on
the UC Davis campus in Davis, California. There were a total of nine
participants in the group (3 males and 6 females).
• The participants were between the ages 18 and 25.
• All participants fell in a higher income bracket
• Participants were recruited purposively and in-person on March 11 throughout
the UC Davis campus.
• All participants signed a video release during the recruiting process.
 METHODOLOGY

• The survey

• The survey conducted had a total of

154 participants. Of which 10,39%
were between the ages 18 and 24,
these are 16 participants.
 RESULTS AND ANALYSIS

• An important result from the focus group was that the favourite features
included camera use, messaging, social media, office calendaring program,
international free video, durability and good battery life. This tells us these
features should be with the new phone.
• After this, we tested this with the survey, and these features were not most
important, but still very important.This is because the most important features
of the survey were texting and messaging, and second phone and/or video
calls.
• The focus should be on texting and messaging, but also on ‘getting information’,
which includes news weather and social media. This was a result from the
survey that tells us, even thought social media is very important, other ways of
getting information such as news and weather are important as well.