Jordan SheckmanJordan 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

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. 10-20 hrs. TV per week

SURVEY OVERVIEW

• 25 seniors (11 male, 14 female)

• Publix on 34th and Williston

• April 4th & 6th

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