Qual research of people queuing for iPad3 in London

1. CONSUMERS IN THE WILD SERIES
THINKTANK IN THE IPAD QUEUE
16 MARCH 2012
konstantin@thinktank.uk.com
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2. This Morning Thinktank Spent 2.5h in the
Regent Street Queue for the New iPad
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3. Our Aim: To Catch Extreme Consumer
Behaviour in the Wild
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4. And Make Some Sense of What’s Going On
With Apple-Inspired Consumer Gatherings
WHO?
• WHO? WHY?
• WHY?
AND …
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5. A PC World ‘Leak’ Meant Some in the Queue
Had iPad3s Before the Apple Store Opened ...
WHAT
(THE HECK)?
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6. THE QUEUSTERS
_ A COLOURFUL LOT
- NOT ALL APPLE FREAKS
- SELF DESCRIPTIONS …
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7. 4 Key Queuing Types
Media Hungry Adventure Seekers
7 Bonders Geeks

8. 1. The Media Hungry
• What they’re like:
extroverted, outgoing,
confident, eccentric
• How to spot them:
– Pose for the cameras,
know the drill
– Always ready to talk to
journalists
– Have a story to tell
• Motivation:
– In search of their 15
minutes
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9. 2. Adventure Seekers
• What they’re like:
easy-going, spontaneous,
thrill seeking
• How to spot them:
– Well prepared: warm
clothes, comfortable seats
– On Twitter and Facebook
in the queue
– Say they’ll be back!
• Motivation:
– Queue so they have a
story to tell
– In for the experience –
compare to Glasto
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10. 3. The Bonders
• What they’re like:
super-friendly, outgoing,
caring, fun
• How to Spot them:
– Queue with their friends –
in groups up to 15!
– See the queue as a social
event – chat to friends and
people they know from last
time!
• Motivation:
– Not necessarily into Apple
- Love camaraderie, sense
of belonging & common
purpose
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11. 4. The Geeks
• What they’re like:
introverted, quiet, into
technology
• What they do:
– Shy away from cameras
– Alone or in the company of
fellow geeks
• Motivation
– Queue is a tribute to
Apple, a geek friendly
territory and a chance to
celebrate the community
(quietly)
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12. Plus … The Opportunists
Pay or are being paid to be in the queue
Or are here to sell the ipad on … in the
UK or abroad
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13. And the Hangers-On … Some Other Brands
Couldn’t Resist Piggy-Backing!
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14. The Most Striking Observations from Today’s
Queue
1. The Apple Queue Works as Experiential Catalyst
– taps into the digital crowd’s hunger for real life
experiences
– creates a forum for branded story-telling
2. The Striking Confidence of the Apple Brand
– lets other brands in without worrying about losing its star
status
– lets queusters follow their own agenda – be it socialising,
having an adventure, getting into the papers
3. The Queue as Manifestation of an Apple Religion
– repeat queusters engage in a ritualistic celebration
– stoically pursue their faith – for example when shouted at
by passers by (“Get a life!’)
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15. A Few Words About Us
• Thinktank is an international qualitative research
consultancy based in London
• We pride ourselves on marketing thinking inspired by
real people
• For more see our website, blog or follow us on Twitter
www.thinktank.uk.com
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www.thinktank-international.blogspot.com
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http://twitter.com/#!/thinktank_int
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16. THANK YOU!
Should you have any questions,
please do not hesitate to contact
Konstantin Pinaev konstantin@thinktnk.uk.com
Sabine Stork
sabine@thinktank.uk.com