Defining the Dream Wireless Retail Experience: Industry Research Report

Defining the Dream Wireless Retail Experience

Published Date: December 2006

Published By: Consumer Electronics Association

Order Code: R265-190

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Previous CEA consumer research found only 39% of in-person wireless purchasers were ‘very satisfied’ with their buying experience. With the goal of unearthing strategies to improve this statistic, CEA market research undertook two qualitative consumer research studies employing different methodologies. This two-pronged approach included: In-depth interviews of recent retail wireless purchasers, and on-line journals by consumers shopping for wireless handsets at retail. This research measured the thoughts, feelings, attitudes, behaviors, reactions and opinions of real consumers as they experienced the wireless retail environment in their quest to buy a new handset. Look to this three-part report to understand how consumers define the dream wireless retail experience.

Part I provides in-depth analysis from the in-depth interviews.
Part II provides in-depth analysis from the online journaling.
Part III ties the two qualitative studies together and truely defines what the dream wireless retail experience is and how retailers can realize it for their customers.

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