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....