In the current digital era, our smartphones have become more than a communication device. They are our calendars, our entertainment hubs, and, for many, our personal health assistants. With the rise of health-related apps, it’s surprising to find that many Samsung phone owners don’t utilize Samsung Health, despite having easy access to it. In order to understand why, Suzy, a consumer market research and consumer insights platform, is considering using video open ends to gather qualitative data.
Samsung Health is a comprehensive health and wellness app available on most Samsung smartphones. It offers features like tracking physical activities, monitoring food intake, and even connecting with healthcare professionals. Despite its benefits, many Samsung users choose not to use it. This scenario points to a wider trend in the health-tech industry where consumer adoption often lags behind technological advancements.
One of the ways to understand the non-adoption of Samsung Health among its potential user base is to gather consumer insights. This is where Suzy comes into the picture. Suzy is a real-time market research platform that helps brands get answers directly from their target consumers. Suzy is contemplating using video open ends, a method that allows consumers to respond in their own words via video, to gather qualitative data.
Video open-ends provide several advantages over traditional written responses. They enable respondents to communicate more naturally, expressing emotions and nuances that written responses might miss. Moreover, the visual element allows brands to observe respondents’ body language and facial expressions that can provide additional context to their answers.
However, implementing video open ends in market research is not without challenges. The quality of responses can be influenced by the respondents’ comfort level with technology and their willingness to be recorded. The analysis of video feedback can also be more
time-consuming and resource-intensive compared to written feedback.
To tackle these challenges, brands should ensure they set clear expectations about the video recording process and assure respondents about their privacy. Additionally, utilizing AI-powered tools can help analyze the video responses more efficiently.
Understanding the reasons behind the non-use of Samsung Health can provide valuable insights for both Samsung and the wider health-tech industry. It can shed light on the barriers to adoption, be they related to usability, lack of awareness, or privacy concerns.
Moreover, the findings can inform strategies to increase the adoption of health and wellness apps. This could involve improving user interface, conducting educational campaigns, or addressing privacy concerns.
In conclusion, by leveraging a consumer insights platform like Suzy, brands can understand why consumers may not be utilizing their products to the fullest extent. Video open ends present an effective tool to gather qualitative data and deeper consumer insights. The insights gathered can help brands align their product offerings better with consumer needs and preferences, ultimately driving higher adoption rates.
Now, we want to hear from you. Have you used a consumer insights platform like Suzy for your research needs? How has it impacted your product development and marketing strategies? Share your experiences and thoughts to help others navigate the world of consumer insights.
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