Casio Research Summary

SECONDARY RESEARCH:

After conducting some market research on jewelry and wearable technology on Mintel, to determine market trends and buying behavior we created a qualtrix survey.

We distributed a survey with 16 total multiple choice questions that was taken by over 120 people. We will only include the results we believe provided insightful information.

1. Age -(Demographics Q1-4)

   1. 63.87% respondents were ages 18-25

2. Male/Female

   1. 63.03% respondents were female

3. Education level

   1. 52% respondents have completed some college

4. Employment status

   1. 28.86% respondents are students, 24.83% respondents are part time, 22.15% respondents are full time

5. Rank what products do you associate with Casio?(brand awareness)

   1. 37.43% respondents associate casio with their watches

6. Do you wear a watch?

   1. 57% of the respondents to the answers above wear a watch

7. What type or brand of watch do you wear? (brand positioning)

   1. 55% of the respondents between h-m do not wear a smartwatch

8. Rank these qualities from most important to least important (psychographics)

   1. Price

      1. Price was the top first answer of what our respondents look for in a watch

   2. Fashionability

   3. Durability

   4. Versatility

      1. versatility was the top last answer

   5. Comfort

9. How much are you willing to spend on a watch? (Psych)

   1. 39.83% are willing to spend less than $30 on a watch, roughly 20% for the other three options of 31-50, 51-100, 100+

10. How long do you expect a watch to last you before replacing it?

    1. 43% expect to have to replace their watch every 3 years and 40% expect to replace it more than 3 years

11. Pick the word that best describes a watch (Psych)

    1. 50% wear their watch as a time-telling tool

    2. 30% have different watches for different purposes,

    3. 15% as an accessory

    4. 5% as jewelry

PRIMARY RESEARCH:

We conducted 7 in depth interviews, 4 males and 3 females. Additionally, We conducted 3 friendship groups with a total of 7 females and 3 males. All participants were within the ages of 18-25. We asked each interviewee the following questions to get to know them and to determine their psychographics, lifestyle, buying behavior, and brand perceptions.

• What are 3 words you would use to describe yourself?

• Do you wear a watch? How many? Why or why not?

• For what kind of occasions do you wear a watch?

• What stylistic function does your watch serve?

• What qualities matter most to you in a watch?

• What do you use the watch for the most?

• What do you feel like when you are wearing a watch?

• What is your opinion on smart watches?

  • Why do you buy them?

  • What are the drawbacks

• Brand awareness?

  • Have you ever heard of casio?

• How does it feel when you’re not wearing your watch
  

We interviewed two avid fitbit wearers; four regular CASIO wearers; and one Freestyle analogue watch wearer. We found that the fitbit and freestyle watch wearers claimed to be more active and therefore enjoyed the simplicity, durability, and convenience to lifestyle tracking their watches provided. The CASIO wearers mainly wore theirs out of habit and tended to lean more towards their stylistic function; they deemed watches as classic accessories. The majority of interviewees agreed that the functionality of a smartwatch was appealing though the expensive price and lack of durability outweighed the benefits to them.

ON WATCHES:

“They will never get old!” - “...It has to be cute otherwise I won’t wear it" - "I'll take it surfing, I'll wear it in the shower or in the pool or whatever I do, I don't have to worry about taking it off."

ON SMARTWATCHES

“ I don't think I would spend that much money on something that I have my cellphone for. If I had a smartwatch I don't think I'd wear it every day because I don't want to worry about whether the saltwater would corrode it.”

The three friendship groups included a nice mixture of watch, smartwatch and non-watch wearers. Almost all those who owned regular watches admitted to owning multiple types and styles that they could use for different activities ranging from athletics to dates. Those that wore regular watches wore them mostly out of habit. When comparing the values and priorities of the normal vs smartwatch wearers it appeared that the latter cared less about what others thought about them with regards to politeness. These people also cared less about durability and style compared to the regular watch wearers. Buying behavior was uniform across most groups: They would all first look at the price, then maybe research the product online, try it on, think about what outfits they could match it with etc.

ON WATCHES

“[wearing a watch] is much more polite than pulling your phone out to check the time, its just casual.

MOOD BOARD

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JOE-JONAH-HANNAH-MELANIE-SARAH