Jordan Sheckman PRODUCT RESEARCH. THE PRODUCT CURRENT TARGET AUDIENCE Median age: 35 80% of users 25-54 Avg. 10-20 hrs. TV and movies a week.

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Presentation transcript:

Jordan Sheckman PRODUCT RESEARCH

THE PRODUCT

CURRENT TARGET AUDIENCE Median age: 35 80% of users Avg hrs. TV and movies a week

CONTACTING THE COMPANY Not actively targeting seniors KidZone TiVo on Mobile Phones TiVoToGo

CURRENT ADVERTISING

NEW TARGET AUDIENCE Age 55+ Retired (though not exclude working) Males and Females Avg hrs. TV per week

SURVEY OVERVIEW 25 seniors (11 male, 14 female) Publix on 34 th and Williston April 4 th & 6 th

SURVEY OVERVIEW 14 questions Multiple choice, ranking, open-ended Key questions…

SURVEY OVERVIEW Age/Gender (avg. age = 59) How comfortable are you operating your DVD player? Very Uncomfortable _____:_____:_____:_____:_____:_____:_____ (1) (2) (3) (4) (5) (6) (7) Very Comfortable How comfortable are you operating your personal computer? Very Uncomfortable _____:_____:_____:_____:_____:_____:_____ (1) (2) (3) (4) (5) (6) (7) Very Comfortable  

SURVEY OVERVIEW Own TiVo? (0/25) Used TiVo? (13/25) How easy was the TiVo to use? Very Difficult to Use _____:_____:_____:_____:_____:_____:_____ (1) (2) (3) (4) (5) (6) (7) Very Easy to Use How important is it to you to be able to watch television programs you enjoy whenever you want? Not At All Important _____:_____:_____:_____:_____:_____:_____ (1) (2) (3) (4) (5) (6) (7) Very Important  

CONCLUSIONS Source: 2002 MARS OTC/DTC Pharmaceutical Study 22,097 U.S. adults Each of 50 states

CONCLUSIONS Somewhat familiar with computers, but not enough for high-end features Interested in basic TiVo features Appeal to simplicity & not having to worry to remember show times