Nokia Colors: from traditional to online product-testing

José Sosa
Nokia Mobile Phones Latin America, United States

Iván Casas
eCMetrics, United States

Gonzalo Peña
eCMetrics, Argentina

INTRODUCTION

When used correctly and with the appropriate target segment, the application of the Internet to support the execution of a product test translates into the incorporation of important innovations in the approach of this modality in the field of Market Research.

A concrete example of this is the online product test carried out during 2006 in order to analyze Nokia's brand new mobile models and different color options for each prototype. A quantitative research study was performed in Argentina, Brazil, Chile, Colombia, Mexico and Venezuela.