just-in-case quantitative report

Quantitative Research on Just-In-CaseMagic Research Group (Team 1)

December 11, 2013

Di KangChalalai Chatamero

Lujia ChenShauna Bennett

Kyle Robison

JUST-IN-CASE! MAGIC RESEARCH GROUP! 1

Table of ContentsTitle Page………………………………………………………………………………………………1

Table of Contents…………………………………………………………………………………….2

Background and Methodology…………………………………………………………….………3

Executive Summary………………………………………………………………………………….4

Summary of Statistics……………………………………………………………………………….5

Respondent Profile…………………………………………………………………………………..6

Detailed Findings

A. Concept Appeal…………………………………………………………………..………… 7

B. Past Behavior…………………..……………………………………………………………13

C. Current Behavior…………………………………….……………………………………...17

D. Additional Service Appeal……………….………………….…………………………….19

Appendix………………………………………….………………………………………………….23


Background

Just-In-Case selected Just-In-Case Marketing to design and execute a quantitative

survey in order to gauge interest in a new type of retail store that sells custom design cases

for electronic devices, an online store and their potential services. The chief reason for the

research was to ascertain what features were most important to customers when searching

for a protective case for an electronic device, and to see whether potential customers were

interested in Just-In-Case’s products and services.

Methodology

In order to accomplish the objectives stated above, Just-In-Case Marketing launched an

online quantitative research study among Internet users who had recently purchased an

electronic device within the past year, both male and female, between the ages of 18 to 35.

Respondents were invited to participate by clicking on a link through social media

(Facebook) and were also personally contacted via email. 129 participants completed the

survey through the link and 78 participants completed the survey through Facebook, making

207 participants total with a return ratio of 100%.

The questionnaire was designed by Just-In-Case Marketing in collaboration with and

approved by Just-In-Case personnel. Just-In-Case Marketing was responsible for the entire

process involving the questionnaire, including its programming, testing and implementation.

The survey was launched on November 15, 2013 and closed on November 21, 2013. On

average, respondents spent 8 minutes and 23 seconds completing the survey. For reference, a

copy of the final questionnaire appears in the appendix.


Executive Summary! Overall, the Just-In-Case concept was well-received. Respondents reacted positively to the customization, personalization and multiple choice features of the concept. However, respondents questioned specifics such as price, durability of material and whether the 3-D option would be too bulky. Conversely, photo booth, in-store design classes and in-store party ideas received high ratings in both the top box and mean scores. While respondents enjoy having autonomy over the end-result of their product (i.e. customization) and the services Just-In-Case offers (i.e. in-store design classes), they voiced concern over secondary features. These concerns do not reflect dissatisfaction with the concept, but rather concern with secondary features, such as pricing.

! In terms of overall concept appeal, female respondents gave higher ratings than male respondents in both top box, top-2 box and mean. Second, Asian participants responded positively at a highly significant level than their non-Asian counterparts. Third, respondents indicated they were most likely to purchase a protective case for smartphones.

Detailed Findings in Brief:

• Overall, female respondents gave a higher rating for concept appeal with a mean score of 7.4.16% of females found the concept extremely appealing. Non-Asian respondents gave a higher rating for concept appeal than Asians with a mean score of 7.6. 22% of non-Asians found the concept extremely appealing.

• By far, respondents indicated that they would purchase a protective case for a smartphone (85%),with tablet (37%) second and laptop (31%) third. Across gender, female respondents (46%)would be more likely to purchase a protective case for their tablet than males (28%).

• Older people (25+) showed higher interest in the photo booth service than younger people. 18%of older people indicated they were extremely interested, compared with 7% of younger people.

• Asian respondents showed higher interest in the in-store class and in-store party (37%) compared to non-Asian respondents.


Key Summary Stats Page


Level of InterestIn-store ClassIn-store Class In-store PartyIn-store Party

Level of InterestAsian Non-Asian Asian Non-Asian

Top Box(’10’ Rating) 16% 7% 15% 12%

Top-2 Box(’10’ or ‘9’ Rating) 37% 33% 37% 20%

Mean Score 7.2 6.2 7.3 5.5

10-point scale: 10 = Extremely Interested; 1 = Not Interested At AllRed font denotes significant differences by ethnicity at the 95% confident level.Blue font denotes significant differences by ethnicity at the 90% confident level.





Sample Characteristics/Profile


Ethnicity Percent(%)

White or Caucasian 17%

Hispanic or Latino 5%

Native American 4%

Black or African American 4%

Asian or Pacific Islander 65%

Other 2%

Prefer Not To Answer 2%

Gender Percent(%)

Men 47%

Women 53%

Age Percent(%)

Under 18 1%

18-24 39%

25-34 47%

35-44 7%

45-54 2%

55-64 1%

65 and Older 2%

Level of Education Percent(%)

High School or Less 1%

High School Graduate 3%

Some College 14%

College Graudate 46%

Postgraduate Student or Degree 33%

Prefer Not To Answer 2%

Household Percent(%)

Under $50,000 43%

$50,000 - $75,000 23%

$75,000 - $100,000 20%

$100,000 - $150,000 7%

$150,000 - $200,000 1%

Over $200,000 2%

Detailed Findings

A. Concept Appeal

Respondents were asked to rank their preferences for the Just-In-Case concept on a

ten-point-scale. Overall, the appeal rating remained moderately high among respondents

with a mean score of 7.1 on a ten-point scale.


0%

5%

10%

15%

20%

25%

3% 2% 1%

5%

11% 10%

15%

24%

18%

11%

TOP-2 BOX: 29%MEAN SCORE: 7.1

Appeal Rating of Just-In-Case ConceptBase: 207 respondents

Q: Please indicate how appealing this idea of Just-In-Case is to you, personally.

1 2 3 5 6 7 8 9 10EXTREMELY APPEALING

NOT APPEALING AT ALL

4

Viewed by gender, the rating tended to be significantly higher among female

respondents, with 16% of female respondents considering the concept extremely appealing,

while only 6% of males felt likewise, and the mean score of 7.4 on a ten-point scale.

Appeal of Concept TotalGenderGender

Appeal of Concept TotalFemale Male

Top Box(’10’ Rating) 11% 16% 6%

Top-2 Box(’10’ or ‘9’ Rating) 29% 40% 19%

Mean Score 7.1 7.4 6.9

10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At AllRed font denotes significant differences by gender at the 95% confident level.Blue font denotes significant differences by gender at the 90% confident level.




Viewed by ethnicity, Non-Asian customers, considered the Just-In-Case concept more

appealing than Asians. 22% of non-Asians indicated that the concept was extremely

appealing, compared with only 5% of Asians.

Appeal of ConceptEthnicityEthnicity

Appeal of ConceptAsian Non-Asian

Top Box(’10’ Rating) 5% 22%

Top-2 Box(’10’ or ‘9’ Rating) 24% 41%

Mean Score 6.9 7.6

10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At AllRed font denotes significant differences by Ethnicity at the 95% confident level.




When asked why respondents assigned this particular approval rating for the Just-In-

Case concept, responses fell into three categories: positive, so-so and negative. Overall,

respondents with positive comments favored the concept because of its “customization,”

“personalization,” and multiple “choice” features. Respondents with so-so comments stated

that while a “creative” concept, they questioned “durability” and “pricing” in relation to one

another, and also stated the service was “not necessary.” Finally, respondents with negative

comments stated that the prices were too “expensive;” that the idea was not “innovative;”

and that they preferred “simple” cases (as opposed to customized). Below is a sample of

verbatim comments for question 12.

Rationale for Assigning this Particular Approval Rating to the Just-In-Case Concept

Postive:It’s an interesting idea and I think there will be a sizeable market for this product/service.

I like that you can customize and personalize your case whichever way you like it.

It is an original idea. I would love to create my own case.

Quite interesting. D.I.Y stuff is now a hit for me so I rated it 8 out of 10.

It is interesting to have a unique case. One that only you own. Cool.

I usually purchase from vendors because their designs are unique, but this is another option to designing creative cases.

I like the options that your service offers.

Design is really important to me. I don’t want to have a case that other people have too.

I like the options of being creative on my own, as well as being able to choose something that is similar to my likes and tastes that is already made. Choices are always good to have. I also like that it would be ready for me to pick up, without having to wait.

It seems to add a more unique way of expressing oneself and it can make someone feel good about him or herself for having created it.


Mixed Feelings:I like the idea of having a customized case, but do not want to design one myself.

It's not unique in terms of offering designs to the customer. Anyway, I like it because I can pick up my customized case at your store without waiting.

I like the idea of having a customized case, but do not want to design one myself.

Price is right. Could mean case isn't as durable as it needs to be though.

Good concept. But I am personally not interested in cases.

I think it might be a good idea, but I saw the same idea before on a website.

It's surely interesting, but since I am not exactly sure of the price, I cannot decide the cost performance.

It doesn't mention anything about durability, and I am ROUGH on phones. I have slippery fingers. I need something that is as strong as an Otterbox. If I could design something like that with the strength of an Otterbox it would be awesome! I love the option to design a laptop case.

I like it, but it’s not necessary.

I think customization is something people are looking for when it comes to something as personal as an electronic case. You want it to say something about yourself. I just happen to be driven by designers and brands and would be unlikely to customize unless one of those brands offered me the option to customize with them.

Negatives:Because I think the price will be expensive and I don't want to pay a lot for phone cases.

I buy cases just for protection.

Because it's not only about the design, what about the materials used? The first purpose of these cases is to protect the phone, so the materials do matter before the design.

I prefer a plain case.

I don’t really care about the custom design. I just choose the one that looks awesome.

I like to choose from existing options, not create my own, and I like for the designs to be made by artists.

There are many companies that are coming out with the same idea. So it depends on the difference in retail price.

The idea seems complicated; it may take a while for the case to come even though it says you can pick it up. I’m concerned can I use characters from movies and such since they’re copyrighted?

From my perspective, the case's look should be nice and simple. In most cases, simple cases are just like being business casual: appealing but not too colorful.

Nothing particularly innovative.

Balance the price and the creativity.


When asked if they liked anything about the Just-In-Case concept, respondents cited

“customization,” “personalization,” and “self-design” as key factors. These three features

are recurring answers throughout question 13 and also throughout question 12, making them

the most salient factors for concept approval. To a lesser extent, respondents pointed to

specific demographics, including “young people” and “girls,” indicating whom they think

the concept would appeal to. Finally, one respondent thought people would promote the

service itself through WOM. Below is a sample of verbatim comments for question 13.

When asked if they disliked anything about the Just-In-Case concept, respondents cited

concerns about it being too “expensive;” “protection;” and the bulkiness of the “3-D” option.

The first two features are recurring answers throughout question 14 and also throughout

question 12, making them the cause of most concern. To a lesser extent, respondents cited the

“name of the company;” the need for a good “graphics team,” to keep the product from

looking “cheap;” and fear of self-design as other negative features.

Finally, one respondent provided constructive feedback on how to improve the service,

suggesting “delivery” of cases as a possible option. Below is a sample of verbatim comments

for question 14.

Rationale for Likes and Dislikes for the Just-In-Case Concept

Like:That you can design your own case but you can also ask a professional to do it.

Photo prints. I want to have a photo of my wife and daughter on my smart phone case.

The online feature.

The name of the company...clever! I like the support of in-house designers too.

I like that you can make it as personalized and unique as you want. It takes the concept of personalizing phone cases to a new level because the consumer has much more say in the product.

Fun for young people.

It's ok because many people, especially girls, like these kinds of cases. It provides all the possibilities for their imagination.


Continued

It gives us an easy way to customize cell phone cases. I like the convenience it gives me. However, I'm not a good graphic designer and I'm kind of afraid of making my cellphone look ugly by designing it myself.

DIY feature; customization.

I love the name and that I can design something 3-dimensional! The laptop option makes this super appealing.

The prices are not too expensive.

The fact that you can design what you want yourself is engaging. It will lead people to promote the service themselves through WOM since they would like their own work to be known to their friends and relatives so I think from both a consumer interaction and marketing point of view it will be a great experiment!

Dislike:

That maybe it will be expensive to have a customized case.

Material?

I worry about protection.

Wouldn't put pictures on my cases.

I kind of worry about the size of the 3-D print case after it’s done.

How to design by myself.

While the starting price is highly affordable, make sure that the product doesn't come off appearing cheap. Especially when it comes to smartphones, people want quality. There are a ton of cheap, plastic phone cases out there, which claim to provide protection, but yet, there are plenty of cracked phone screens. The starting price seems a little too good to be true, and I would be curious to see additional pricing.

Like I said, customization really needs a good graphics team. It might look cheap if it is not designed properly. And I don't like cases simply because I don't want a precisely engineered product that looks fat and complex.

The name of company.

The 3-D printing. I like the 3-D as a general concept but I don't think it'll be efficient here. If I can't stuff my phone in my pocket because of a case, then I won't buy it.

Picking up at store. No delivery?


B. Past Behavior

Type of Stores Respondents Purchased Cases in Before

Respondents were asked about their past purchasing behavior for protective cases.

Within the last year, half of respondents purchased cases at a general online retailer (ex:

Amazon.com, ebay.com, etc.), which supports our theory for having an online store. 45% of

respondents bought cases at a cell phone carrier store (ex: AT&T, Verizon, etc.), and 37% of

respondents purchased cases in an electronics store (ex: Best Buy, Radio Shack, etc.).

Q: Please select all of the types of stores you've shopped for protective cases for electronic devices in within the last year, if any. Please select ALL that apply.

Type of Stores Respondents Purchased Cases in BeforeBase: 207 respondents

0% 10% 20% 30% 40% 50%50%

45%

37%

23%

18%

12%

5%

2%

General online retailer

Cell phone carrier

Electronics store

Wholesale retailer

Street vendor/Kiosk

Carrier website

Other

No purchasing experience


Pricing for Cases

In terms of pricing, nearly half of respondents indicated that the lowest price paid for a

protective case was no more than $10, and more than one-third of respondents bought a case

between $11 and $30. About eight of ten of respondents purchased cases at a lower price

point: no more than $30.

44%

35%

14%3%

1%

3%

Up to $10 $11-$30 $31-$50 $51-$70 $71-$90 Over $90

Q: What is the lowest price you have ever paid for a protective case for any electronic device?

Lowest Price Ever Paid for a Protective Case for any Electronic DeviceBase: 207 respondents


A little more than a third of respondents purchased a protective case between $31 and

$50, which is the highest price paid for a case. Another third of respondents paid $11 to $30.

Finally, one-fifth of respondents purchased a case more than $50, but less than $70. The most

common highest price that the respondents could accept for a protective case is from $30 to

$70.

7%

27%

31%

21%

4%10%

Up to $10 $11-$30 $31-$50 $51-$70 $71-$90 Over $90

Q: What is the highest price you have ever paid for a protective case for any electronic

Highest Price Ever Paid For A Protective Case For Any Electronic DeviceBase: 207 respondents


Reason for Purchasing Protective Case

Respondents had different ideas about primary reasons for purchasing cases. According

to the results, respondents cared mostly about protection (78%) more than design (69%).

However, the interesting thing is that around half of the respondents (51%) considered both

design and protection when they purchased the most recent case. Respondents provided

alternative reasons for purchasing cases as well. Below is a sample of responses:

• Slim

• Minimal size

• Inexpensive

• Light weight

• Linked to brand

• Quality, usage

• Brand, because it is made by Apple

• Decoration

• Was able to draw on it and create my own design

Protection78%

28%18% 51%

Design69%

Q: What were your main reasons for purchasing your most recent case? Please select ALL that apply.

Reason For Purchasing CasesBase: 207 respondents

0%

20%

40%

60%

80%

100%78%

69%

4%

ProtectionDesign Other


C. Current Behavior

Type of Cases in Just-In-Case

When presented with the variety of types of cases offered by Just-In-Case, the majority

of respondents favored the concept of the custom design case. With an average rating of 8.0,

most respondents were mainly interested in the concept’s customizability.

Preference of Different Design Types Custom Design Graphic Design Photo Print 3-D Design

Top Box(’10’ Rating) 27% 10% 17% 19%

Top-2 Box(’10’ or ‘9’ Rating) 52% 31% 30% 31%

Mean Score 8.0 7.2 6.7 6.5

10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All

Type of Electronic Devices Respondents Would Order Cases for

Respondents were also asked to choose cases for different electronics devices that they

were most likely to order from Just-In-Case. More than four-fifths of respondents (85%)

indicated that cases for smart phone were the type they were most likely to order.

0% 25% 50% 75% 100%

85%

37%

31%

15%

5%

Smart Phone

Tablet

Laptop

Portable Music

None of the above

Cases Most Likely to Order from Just-In-CaseBase: 207 respondents

Q: Please select which of the following electronic devices you would be most likely to order from Just-In-Case. Please select ALL that apply.


! Females are significantly more likely than males to order cases for tablet, 46% versus

28%, respectively. However, there were no significant differences in tendency to order smart

phone, laptop, or portable music device across gender.

Cases Most Likely to Order from Just-In-Case by GenderBase: 207 respondents

0% 20% 40% 60% 80% 100%85%

28%

28%

14%

5%

84%

46%

34%

16%

5%

Smart Phone

Tablet

Labtop

Portable Music Device

None of the above

Male Female

Q: Please select which of the following electronic devices you would be most likely to order from Just-In-Case. Please select ALL that apply.

Features

The top three most desired aspects of a case were: protection, durability, and being

lightweight. The majority of respondents were interested in a case that offers protection as

its primary function.


Preference of Different

Design Types

Protection from

DamageDurability Light-

weightEasy to Clean

Waterproof Texture Build-in Stand

Top Box(’10’ Rating) 59% 42% 35% 24% 30% 18% 6%

Top-2 Box(’10’ or ‘9’

Rating)73% 60% 53% 43% 40% 35% 15%

Mean Score 9.0 8.5 8.3 7.8 7.7 7.5 6.2

10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All

D. Additional Service Appeal

Photo booth

Overall, the interest level in photo booth was substantially high among respondents

with the mean score of 6.9 and 14% of respondents were extremely interested in this type of

services.

TOP-2 BOX:35%

1 2 3 5 6 7 8 9 10EXTREMELY INTERESTED

NOT INTERESTED AT ALL

4

MEAN SCORE: 6.9

Interest Level in Just-In-Case Service: Photo BoothBase: 207 respondents

Q: Please rate your level of interest in each of the following services for Just-In-Case

0%

5%

10%

15%

20%

25%

4%2%

6%3%

12% 12%15%

10%

21%

14%


There were some significant differences by age in terms of interest level in Photo Booth

service. Respondents who were 25 years old or older are more significantly interested in it.

18% of ‘25+’ respondents indicated they were extremely interested in Photo Booth service in

comparison to only 7% of younger respondents.

The average interest level among the older age segment was particularly higher

compared to its younger counterpart with the mean score of 7.0 versus 6.5, respectively, on a

ten-point scale.

Interested Level in Photo Booth TotalAgeAge

Interested Level in Photo Booth Total<=24 25+

Top Box(’10’ Rating) 14% 7% 18%

Top-2 Box(’10’ or ‘’9’ Rating) 35% 28% 40%

Mean Score 6.9 6.5 7.1

10-point scale: 10 = Extremely Interested; 1 = Not Interested At AllRed font denotes significant differences by age at the 95% confident level.Blue font denotes significant differences by age at the 90% confident level.




Interest level in the photo booth service was also was markedly higher among the less

wealthy, compared to those whose household income was at least $50,000, with the mean

score of 7.2 versus 6.6, respectively, on the ten-point interest scale.

Interested Level in Photo BoothHousehold IncomeHousehold Income

Interested Level in Photo Booth<$50k $50k+

Top Box(’10’ Rating) 14% 12%

Top-2 Box(’10’ or ‘’9’ Rating) 41% 30%

Mean Score 7.2 6.6

10-point scale: 10 = Extremely Interested; 1 = Not Interested At AllBlue font denotes significant differences by household income at the 90% confident level.




In-store Class

In terms of in-store classes that teach people how to custom design cases, there were

twice as many Asian respondents than non-Asian respondents who showed interest. The

Asian respondents were significantly more interested than non-Asian respondents in in-store

classes. More than twice as many Asian respondents (16%) showed a higher interest in this

program compared to non-Asian respondents (7%). The average interest level rating among

Asian respondents was also significantly higher compared to non-Asian respondents, with

mean scores of 7.2 versus 6.2, respectively, on a ten-point scale.

Difference / Ethicity Total Asian Non-Asian

Base 207 134 69

10 13% 16% 7%

9 23% 22% 26%

8 13% 14% 12%

7 14% 16% 7%

6 11% 10% 12%

5 10% 10% 12%

4 4% 5% 3%

3 2% 2% 3%

2 4% 3% 6%

1 6% 3% 13%

Top-2 Box 36% 37% 33%

Top-3 Box 49% 52% 45%

Mean 6.9 7.2 6.2

10-point scale: 10 = Extremely Interested; 1 = Not Intersted At AllRed font denotes significant differences by Ethnicity at the 95% confident level.Blue font denotes significant differences by Ethnicity at the 90% confident level.




Appeal Rating of In-store Class


In-store Party

The in-store design party service attracted more interest from Asian respondents

compared to non-Asian respondents. Nearly twice as many Asian respondents

demonstrated an interest (37%) in an in-store party than non-Asian respondents (20%).

More than 50% of Asian respondents were interested in this idea, while only 33% of non-

Asian respondents demonstrated interest. The mean score was also significantly high among

Asian respondents in comparison to non-Asian respondents, 7.3 versus 5.5, respectively.

Difference / Ethicity Total Asian Non-Asian

Base 207 134 69

10 14% 15% 12%

9 17% 22% 9%

8 14% 14% 13%

7 12% 14% 7%

6 14% 14% 13%

5 11% 11% 10%

4 5% 2% 10%

3 4% 4% 3%

2 1% 1% -

1 10% 3% 23%

Top-2 Box 31% 37% 20%

Top-3 Box 44% 52% 33%

Mean 6.6 7.3 5.5

10-point scale: 10 = Extremely Interested; 1 = Not Intersted At AllRed font denotes significant differences by Ethnicity at the 95% confident level.




Appeal Rating of In-store Party


AppendixConcept


just-in-case quantitative report

Marketing

case concept

case marketing

protective case

nonasian respondents

case personnel

female respondents

case magic research

signicant level