iPodStudies 2005

This study was aimed at revealing attributes of the iPod that are desired by users. In particular, the technique utilised in this study (called "online laddering") allowed for a deeper understanding of the desired attributes of the iPod, to uncover the constructs that underlie these expectations, and to reveal the underlying benefits that consumers look for.

Connections between product attributes (blue), advantages (green) and personal values (orange)

The above results are based on 22 hour-long in-depth interviews with selected participants. These were selected from more than 2,400 participants of an initial survey, during which a variety of additional aspects [German] were covered and sequentially analysed.

A presentation helt at the General Online Research Conference 2005 is available for download and explains a few of the reasons behind iPodStudies 2005. In addition to that, the abstract of another conference presentation is also available.