Saad+D+Focus+Group+Report

Saad D To: Mobile Team From: Daniel Saad Subject: Mobile Focus Group Report Date: April 1, 2010

This is my focus group report that I ran with four males and one female about the factors that influence their decision on mobile devices and carriers. I was able to cover all five questions that our team developed. My participants reported that they were mostly satisfied with their mobile devices and carriers with little improvements that needed to be carried out.


 * Focus Group Rationale**

U.S. users of smart phones typically buy a subsidized handset from a particular cell phone provider. Consequently they must consider trade-offs between handset features and the price and quality of the cell network. The purpose of our focus groups is to determine what factors influence these decisions, and whether they are driven primarily by the choice of handset or the provider network. This information will let us better advise Proximity clients about which handsets and networks are most attractive to Gen-Y users.


 * Setting and Participants**

The 45 minute focus group session was held in Towson University library on Sunday, March 21, 2010. The male and female participants were:


 * Brandon, 19, Towson Univ. sophomore sports management major, AT&T carrier;
 * Vinny, 19, Towson Univ. sophomore exercise science major, Verizon carrier;
 * Megan, 20, Towson Univ. sophomore business major, Verizon carrier;
 * Preston, 20, Towson Univ. sophomore business major, AT&T carrier;
 * Chase, 19, Towson Univ. sophomore international business major, Verizon carrier.


 * Session Topics**

We covered the following five questions during the focus group session :

__Reason for buying their particular handset__ Three of my participants own a touch screen phone, and bought their handsets for its popularity and capabilities. Chase expressed that "touch screen phones are the future of mobile devices, and it makes the phone unique from the rest". The other two of the participants expressed a difference in opinion. Preston and Megan wanted a phone that was simple and was easy to use. "I like a cell phone that is easy to use without having to worry about sensitivity if I used a touch screen phone" (Megan).

__The cell provider's influence your decision__ Four out of the five participants stated that their provider's reputation had influenced them on which to choose. They each stated that they heard their service was reliable and choose accordingly to their opinions. Brandon stated "AT&T's reputation did not influence me because I was pleased with my carrier from previous sessions, so I choose from the selection of phones that is provided by my carrier".

__Features and applications used__ The focus group presented two preferences for their handsets. They kept it simple by either using the motor functions of their handset, or using the many applications available to them. Preston and Megan stated they just use their phones to call and text, and did not use any other applications on their phones. The other three participants used many applications such as text messaging, web browsing, and other applications they see fit. " I use my phone's web browser for almost anything I need on the go, and other applications I deem useful at a particular time" (Vinny).

__Satisfaction with mobile device and improvements__ Two of my participants are completely satisfied with their devices, and had nothing to say to improve their handsets. Brandon and Chase both claimed that "I am completely satisfied with my mobile device; it could not be better". Megan had concerns about the front screen being too small for reading text messages. Preston stated that his phone was a little "out-dated, which made texting difficult". Vinny was satisfied with the phone itself, but had a large issue with how his phone operates. "My service is great, but the phone itself has some issues such as freezing and shutting off randomly".

__Satisfaction with mobile provider__ Four out the five participants planned on renewing their contracts with their current mobile providers. They were extremely satisfied with their service, and 3G coverage areas. Vinny is the one participant who had doubt about continuing his service. Vinny stated "if Verizon do not have the iPhone by the time my contract is up; I may switch to AT&T because the iPhone is the best phone ever". He made it clear it was a big selling point for him, which could him make switch providers even though he claimed "I am completely satisfied with Verizon's service".

This session revealed that my participants
 * Findings**


 * Were split about whether they selected their mobile device for simplicity or capabilities;
 * Are mostly satisfied with how their mobile device operates;
 * Are satisfied with their mobile providers and satisfied with their coverage.

These findings can be compared to other focus group results. My participants thought the mobile providers they had were the ones for them, and did not want to switch providers. They were pleased with the variety of phones that their mobile carrier offered. My focus group had a good mixture of Verizon and AT&T carriers. I also found that my participants chose their provider based on the handsets available. There is one instance, where one of my participants mentioned that if Verizon does not offer the iPhone, he would most likely switch providers. Verizon might find itself in trouble because of their customers' demands for the iPhone.