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Absolute Value - What Really Influences Customers in the Age of (Nearly) Perfect Information by Emanuel Rosen, Itamar Simonson

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11

MARKET RESEARCH: FROM PREDICTING TO TRACKING

IN 2007, TEN thousand people around the globe were asked about portable devices—digital cameras, cell phones, MP3 players, and so on. It was part of a massive study conducted by the global media company Universal McCann. One of the hottest topics at the time was the first iPhone, which was announced in January but hadn’t yet been released.1 Once the researchers who conducted the study tallied the results, they reached an interesting conclusion: Convergent products like the iPhone are desired by consumers in countries such as Mexico or India, but not in affluent countries. “There is no real need for a convergent product in the U.S., Germany and Japan,” the study stated.2

A researcher who was involved ...

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