Discuss consumer behavior how would you tackle the mystery?
1. According to Keast “there is a mystery in the sharp contrast between the inertia of prospects and the evangelical zeal of TIVI users”. As an emerging expert in consumer behavior how would you tackle the mystery? What do you think could be going on? Try to be creative and list a large number of conflicting hypothesis by taking multiple points of view. What might evangelist mention as a cause of failure to sell TiVo to their friends? What would you expect top executive at NBC to say about the situation? What explanation would the founder of TiVo love to hear? Hate to hear? ( 5marks)
2. Now look at the data in case exhibits. What hypothesis get supported, what hypothesis get discounted? What other insight(s do you directly derive from the data summarized in the text and presented in the exhibits that might help to guide the growth of TiVo? (5 marks)
3. TiVo is a new technological company and the management’s approach to research and insight has gradually evolved over time. What have been the different stages in the exploratory journey? What conclusions is journey converging to? If you could time travel to the early hours of the company, what would you advise to Keast be in terms of the research they should be conducting (the type of insight they should be looking for) at the outset for a more effective launch?
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