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(CONSUMER FOCUS GROUPS)
Prepared For: XXXXXX
July, 1993
CAVEAT
Focus group sessions are considered to be exploratory research designed to generate new ideas, explore attitudes and motivations, and find out how people think about a particular subject. By their very nature focus group sessions cannot be used to project to the marketplace or predict behavior.
It should be kept in mind that the findings and recommendations developed during this phase should be considered only as hypotheses which are to be validated at a later time.
BACKGROUND & PURPOSE
XXXXXX is soon to release a new laser-type printer for test market in the United States. The new printer incorporates technology which enables it to stand on its side, thus requiring a much smaller desktop footprint. It also falls in a much lower weight category than similar quality laser printers, rendering it transportable. Several name candidates have been developed for the printer. Prior to marketing the product, it was deemed desirable to obtain some consumer feedback about the names, the printer, and the language used to position the main functional/emotional benefits.
METHODOLOGY:
Four focus groups were conducted, two in each of two geographically dispersed markets (Northern NJ & Los Angeles, CA). In each market, one group was comprised of M.I.S. executives, and the other of end users. Criteria for participants included:
MIS EXECUTIVES
- Must be responsible for final recommendation of computer equipment by brand (not just by budget)
- At least five years experience in MIS
- Main computer experience with a 386 CPU or higher
- Has working knowledge of laser printers
- A few companies with less than 100 employees
- Security Screen (No computer companies, advertising agencies, or market research organizations)
- No past year participation in any market research project
- No more than one person per company per group
END USERS:
- Main computer experience with a 386 CPU or higher
- At least 20% of the day spent on the computer
- Has working knowledge of laser printers
- At least two respondents per group regularly travel with a laptop computer
- At least two respondents per group run their business from their home
- At least five years work experience
- Familiar with at least one major computer software application (and not just a graphics package)
The research was conducted by Dr. Glenn Livingston of Executive Solutions, Inc. The NJ (Paramus) groups were conducted on 6/23/93. Los Angeles groups were conducted on 6/24/93.
executive summary
OVERVIEW OF SAMPLE BEHAVIOR AND MOTIVATING FACTORS FOR PRINTER PURCHASE:
The respondents sampled came from a variety of professional backgrounds, representing a diverse range of computer literacy and knowledge. All respondents in the sample used or owned at least one printer; many had experience with several printers. The printers currently utilized by respondents ranged from laser printers, to those incorporating LED technology, to dot matrix models. The average respondent was a laser printer user who had purchased a laser printer for approximately $800-$1000.
Printers were used by respondents for a variety of printing tasks including correspondence, spreadsheets, graphics, and text-based reports. Although most respondents seemed satisfied with their current printer, many keep up-to-date with the latest advancements in computing and printer technology through computer publications such as PC Magazine, Computer Shopper, etc. Most people in this sample were well-informed and competent consumers who will do research, including price, feature and performance comparisons before making a purchase.
"Quality" appeared to be the single most important factor in buying a printer. Reliability, dependability and good output are the essential components of a "quality printer." If there isn't a perception of an acceptable level of quality, other features (e.g., fax, postscript) seemed to raise questions and fears, rather than sway consumers toward purchase. Once the perception of quality was established, it needed to be competitively priced given the overall mixture of features (speed, font options, etc.) and reliability.
RESULTS OF NAME TESTING
Twelve names were tested for overall appeal as laser printer names, and for specific appeal to the XXXXXX printer once described and demonstrated. (Note: for security purposes, the name of the manufacturer of the printer was hidden at all time. Respondents were not able to ascertain this information). The twelve names tested were:
Reporter, TranScribe, Voyager, Executive, EZ Writer, Little Foot, SideWriter, Premia, Advanta, Ovation, Journeyman, & Headliner.
OVERALL ASSESSMENT OF THE NAMING ISSUES:
The majority of respondents were in favor of branding, although there were those who voiced concern. The primary reason cited for branding was that a name makes the printer more memorable and easier to discuss amongst colleagues. The primary argument against branding was the concern that a name would obfuscate sequential model numbers. Some respondents voiced a strong need to know what level of printer they were purchasing from their manufacturer (e.g. 5400, 5500, etc.) so that they could compare features and benefits to earlier models. These respondents (those concerned with branding) suggested that branding would be acceptable (and even desirable since they agreed that it did enhance memorability) if the model number were to follow the brand name (e.g. "The XXXXXX SideWriter (5400)").
DIFFERENCES BETWEEN MIS & END USERS:
All respondents, overall, seemed to prefer functional names (e.g. SideWriter, Executive, Reporter, Headliner) over emotional ones (Premia, Advanta, Ovation). However, this preference was most strongly demonstrated by the MIS Executives.
MIS Executives also seemed to be the most excited about branding the printer, perhaps because of the multitude of printer model numbers they are presently dealing with.
DIFFERENCES BETWEEN CITIES:
With few exceptions, name preferences did not seem to differ meaningfully between cities. This is likely a good sign since cultural differences are great between NY & LA, indicating that top names reviewed herein likely have broad appeal.
The exceptions to this rule were that there seemed to be slightly more interest in emotional or esoteric names in Los Angeles (Advanta, Voyager). However, the slightly heightened interest in emotional names in this city did not detract from the excitement about the top rated names. As noted above, top names seemed to have universal appeal.
TOP NAMES: (Best Choice)
SideWriter & The Executive
Although only generating medium interest when associated with a non-descript laser printer, the name "SideWriter" prompted tremendous excitement when associated with the specific printer under consideration. It was the most evocative and descriptive designation for the singular properties of the product (it best described the functional benefits of the printer). Respondents also perceived the name to be memorable, friendly, and "fun". Besides consuming minimal desk space, the "SideWriter" could be a printer they would always have at their side, available at a moment's notice (like the software package "SideKick").
The only possible drawback of the name "SideWriter" was that it was not quite as "classy" as "The Executive". The printer itself was perceived to be very high quality, while the name "SideWriter" was perceived to sacrifice some quality for portability and size. "The Executive", on the other hand, while communicating class and functionality also sounded too pricy.
It is possible that a combination of the these two candidates e.g., "The Executive SideWriter" or "SideWriter Exec" will afford the advantages of both, imparting the evocative and utilitarian associations of the name "SideWriter" and the professional and competent associations of the name "The Executive." "The Executive SideWriter" would be a portable, small footprint, affordable printer that respondents felt could be used at home or at the office.
SECOND TIER NAMES:
(Consider if top names not legally available)
EZ-Writer
As expected, this name highlighted ease of use, and, for some, transportability. However, it failed to completely capture the uniqueness of the printer, and some more advanced users were concerned that "EZ-Writer" might not contain the functionality they required. The "EZ-Writer" was ideal for the novice computer user. Last, many associated the name with "Easy Rider" (the movie), which they seemed to find humorous (no apparent negative or positive implications for the printer).
Little Foot
Although virtually no-one realized the implied connotations (a small footprint) when evaluating the name for a non-descript laser printer, "Little Foot" was favored by many once they had been exposed to the specific benefits and features of the XXXXXX product. "Little Foot" was thought to be memorable, portable, friendly, and fun, but lacked full communication of the innovative upright technology which uniquely defined the printer. Last, several respondents perceived the name to be too humorous, and thought the printer would be more like a $89 toy for children to learn on. The prevalence of this perception would have to be evaluated prior to seriously entertaining this candidate.
TranScribe
"TranScribe" was touted mostly for its originality. The primary functional benefit was thought to be speed (respondents pictured a court reporter quickly and effortlessly recording and printing a record of everything that was said. However "TranScribe" also failed to communicate fully the uniqueness of the stand-up technology.
THIRD TIER NAMES:
(Consider as last resort if neither top tier nor second tier names are available)
Voyager
Some (particularly those laptop travelers) found this name favorable because it highlighted the transportability of the printer. However, there seemed to be too many negative implications stemming from associations to the car of the same name to allow serious consideration of this candidate. Los Angeles MIS executives showed most interest in Voyager.
Reporter
"The Reporter" was probably the least dangerous name candidate evaluated. Very little negative or positive associations were elicited by this name. Basically, "The Reporter" was perceived as a middle cost, functional, moderate speed printer. None of the unique benefits of the product were communicated.
Headliner
This printer was perceived to be best for those interested in desktop publishing. It made people feel that what they had to say in their reports would be highlighted with maximum importance (like headlines in a newspaper). However, these benefits were not consonant with the main benefits perceived from exposure to the product (small footprint & transportability).
BOTTOM TIER NAMES
(Do not use in any circumstance)
The one thing that most of the bottom tier names have in common is their emotional appeal (with the possible exception of Journeyman). Heavy computer users tend to be more intellectual, and thus naturally prefer descriptive, pleasant sounding names.
"Ovation" received negative reviews primarily because respondents were annoyed that the product had evaluated itself (they were taken out of the loop). They perceived this to be a false narcissistic position which lacked integrity. Further, several participants misread the name as "Ovulation", which could obviously lead to disaster.
"Premia" & "Advanta" were perceived as too abstract and esoteric. Consumers thought that these names were more appropriate for cars than computer printers (they seemed to show some disdain for the car names as well).
Last, "Journeyman", although generating a moderate degree of excitement among some users, for the most part was perceived as "second best" or "an apprentice, not quite a master yet".
REACTIONS TO ADVERTISING COPY
The copy presented to respondents generated excitement, curiosity and questions; the majority of respondents were interested to learn more about the printer. The compact size, small footprint, and lightness of the printer were highly appealing especially for home and office users with space limitations, and for those who travel on business. Transportability was a key attraction for some respondents, who believe the printer will be adaptable and multipurpose.
Laser quality print seemed to be the most important characteristic for the majority of consumers. Several raised questions about whether the printer was a true laser printer or something else. Respondents wanted more material in the copy about LED technology and how it relates to print quality.
Although the printer and the technology engendered tremendous interest, dependability & durability were important hurdles for many respondents. Because of their reliance on hardware, something sturdy and bullet-proof was requisite. Given adequate reassurances, and the favorable general reaction to the XXXXXX name, respondents' concerns about reliability seem easily addressed. It is possible that reworking the copy can address some of the respondents concerns about durability (see, Detailed Findings). Especially important for reaching End Users would be developing slightly less technical copy. An example of copy appropriate for the less technically literate End Users was the DIJ-it Benefits Page. Participants seemed to feel that this vocabulary spoke to them in an understandable, user-friendly, non-technical manner. The three most important aspects mentioned on the DIJ-it Benefits Page were price, compactness, and print speed.
Respondents were intrigued by the fax option of the printer. However, their interest was circumscribed by their worries about possible mechanical difficulties. Several respondents felt the combination of printer and fax sounded too complex and delicate. Consumers raised questions about how mechanical breakdowns would affect their ability to use one component if another were broken. Some fax machine users, despite their interest, believed the technology was too new to be reliable. In addition to letting consumers know that the fax technology is reliable, they should also be reassured that if the fax card does break it can be easily removed and repaired without affecting the functioning of the printer.
Postscript generated a moderate amount of interest. A few users (particularly those heavy users in MIS departments) felt that Postscript was very important and appealing. However, many did not know what Postscript was; they said that if they bought the printer, they would prefer the PCL version. Assuming that the manner in which respondents were sampled is reflective of the market XXXXXX wishes to reach, it would appear that positioning the printer as a lower cost PCL version with an optional Postscript upgrade would generate the most immediate interest.
(REACTIONS TO COPY: -- SPECIFIC WORDS AND PHRASES)
The Headline, "We've turned laser printing on its side," engendered different reactions, ranging from compelling some to frightening others. Nevertheless, many commented they were engaged to read further. Others were scared off by the dramatic assertion of the headline; it made them worry that perhaps the new technology involved would be unreliable (any technology perceived as too new, seemed to be perceived as having glitches). Still others had difficulty imagining how the toner would be handled in a printer turned on it's side. They envisioned turning their present laser printers on their sides and making a big mess. Rather than focusing on "turned on its side", many respondents suggested wording that focused on the innovative upright technology ("Stand alone", "Upright", etc.).
The copy "there's nothing it can't do" frightened several respondents, who seemed to feel that the assertion was immodest, rather than bold or confident. In addition, several respondents indicated that the copy should be phrased in a more positive fashion: They wanted to know what the printer does, rather than what it does not do.
There was a significant subgroup for whom the term "LED technology" created both interest and questions; many desired clarification of the advantages/disadvantages of LED technology (See, Detailed findings). However, most felt that LED technology was equivalent to laser in output quality.
Some respondents had questions which were not addressed in the copy including the cost of paper supplies, and paper handling capacities. For many, anything left unarticulated seemed to create uncertainties.
REACTIONS TO THE ROUGH LAYOUTS
There was wide consensus that Layout A (One printer with a stack of paper next to it) was cleaner-looking, more detailed, and highlighted the product. Layout B drew sharp criticism because it was busy and cluttered, and for some it was difficult to tell if there were one or two printers. Several respondents commented that the angle of perspective made the printer look huge. Many said that neither layout A nor layout B did justice to the diminutive size and proportions of the printer. It is possible that providing a more complimentary perspective will facilitate the presentation of the layouts.
One viable recommendation was to use a photo depicting a competitor's gargantuan laser next to the sleek and professional XXXXXX printer, along with some catchy, engaging copy (for example... "The Dinosaurs time has come... and gone..."). Anything that's considered in the way of copy or layout should be done with the understanding that this particular market desires innovation, but distrusts the idea that something is revolutionary. The laser printer market appears to be somewhat more intelligent, and somewhat more skeptical in comparison to other markets (See, Detailed Findings for other recommendations).
Last, it should be noted that the coffee cup in the layout was troublesome to many participants. They all seemed to feel an inherent tension -- worrying that the coffee would spill on the computer. "Coffee and computers don't mix!" quipped several. Intellectually, they understood the implication of size perspective. However, they preferred either comparisons to other laser printers, a CRT monitor, or something that could not harm the computer.
REACTIONS TO THE PRINTER ITSELF
Actually seeing the printer created tremendous interest and enthusiasm. Many respondents believed that the actual printer was smaller, sleeker, and more compact than they expected based upon the copy and layouts alone. Most respondents were very impressed. After having seen the printer, most respondents agreed that the combination of compactness, uprightness, transportability and laser-quality output made this an original, innovative and highly desirable printer. Concerns were expressed, however, about the printer's sturdiness and durability; for some a secure, strong carrying case would redress their worries.
Favorable reactions and enthusiasm were the norm when respondents saw the output produced on the XXXXXX printer. Some said it compared favorably with the top-of-line Hewlett-Packard output. At the end of the focus groups, many maintained they would be interested in the printer when it came to market. The general consensus was that the printer was compact, innovative, and versatile; as one enthusiastic respondent asserted: "I can see cases where I could use this where I couldn't use anything else and with a fax option, it's great!"
There were few disparities in the manner that MIS and END users perceived the XXXXXX upright printer. There was a minority among the MIS users who used computers intensively: Among this sub-group, the XXXXXX printer was not seen as a replacement for their main equipment; it was seen as a possible adjunct printer, something that would afford the versatility to travel and/or utilize as a fax machine, a very appealing option. In addition, there was a slight tendency for MIS users to perceive the printer for home use rather than for office use.
OVERALL RECOMMENDATIONS ON POSITIONING
Breadth of Appeal: If reactions in these groups do indeed generalize to the laser printer market as a whole, The XXXXXX upright should have broad appeal to both home and office users. Some were most impressed with it's compactness (home users in particular seemed especially concerned about space). Business oriented users were slightly more focused on the transportable qualities coupled with the laser quality output. For the most serious business users, the printer seemed to offer appeal as a second printer, something which would afford them a greater degree of control and flexibility. For travelers, salespeople, and others, having a fax option on the printer is very attractive and unique.
Emphasizing the competitive price (especially for the PCL version) and quality, while highlighting the size, upright technology, and transportability would likely appeal to broadest spectrum of potential consumers (e.g., "Compact versatility. Executive quality. At Student prices.").
Performance Elements: The most consequential performance specifications to accent in order to appeal to the broadest audience were print quality and print speed. For almost all respondents "Laser quality output" was the standard. For most respondents a print speed of four to five pages per minute was satisfactory within the price range under consideration (some thought it was slow, but acceptable given the benefits of size and transportability).
In addition, the durability and sturdiness of the printer ought to be emphasized to reassure consumers that they are not sacrificing anything in order to obtain the unique features (small footprint, uprightness, compactness, and transportability).
DETAILED FINDINGS
Current Behavior:
The respondents in this sample came from a variety of professional backgrounds and represent a broad range of computer literacy and knowledge. All respondents in the sample used or owned at least one printer; many respondents used or had experience with several printers between their work at home and at the office. Those with more than one printer tended to have a more expensive printer at work, and a less expensive model for use at home.
The printers presently utilized by respondents ranged from laser printers, to those incorporating LED technology, to simpler dot matrix models. Most respondents relied primarily on laser printer users. Among those printers represented in this sampling were: Most of the various models of HP Laserjets (II, III, IV), several XXXXXX models (KX1124, KX1180), Okidata (400), Epson (286), Printronics, IBM, ATT, Bridgeport and Tandy. As expected, the most common brand of printer utilized by respondents was the Hewlett-Packard Laserjet. Most HP owners and users had favorable feelings towards the print quality and reliability of the Laserjet.
The amount of money that respondents had paid for their printers ranged from a low of around $250 to a high of approximately $2000. The average respondent had a laser printer purchased for an average price of around $1000. Most respondents who had purchased their own printer had done so through a retail Computer Discount store. A few had used mail order (CompuAdd) and other sources (such as Sears and Radio Shack).
Printers were used for a variety of tasks including correspondence, spreadsheets, graphics, and text-based reports. The users in this sample mentioned several software programs they utilize with their printer, including Wordperfect, Paradox, Harvard Graphics, Microsoft Word, and Aldus Pagemaker among others. Although most respondents seemed satisfied with their current printer, many keep up-to-date with the latest developments in computing and printer technology through computer publications such as PC Magazine, Computer Shopper, etc. A few respondents who seemed to be slightly less knowledgeable and perhaps less interested in computers had consultants who they relied on for current information about computers and printers.
When asked to consider what printer they would purchase next, Hewlett-Packard Laserjet was the most frequently mentioned brand. It seemed that HP is perceived as an excellent all around, top-of- the-line printer. Nevertheless, it seemed as though most people in this sample were well-informed and competent consumers who would do research, including price, feature and performance comparisons before making a purchase. Some budget-minded HP loyal respondents said they wouldn't necessarily re-purchase HP if another printer had HP Laserjet IV emulation and similar features at a lower price.
Complaints voiced about current printers included the noise level, not enough memory, creased paper output and paper jams. Most respondents seemed to need a printer for basic printing tasks, and wanted a printer that is reliable, dependable, and efficient. Quality was the single most important factor in buying a printer. Reliability, sturdiness, dependability, and good output are the essential components of a "quality printer."
The perception of quality may be determinative for consumers who compare printers and find similar printers roughly equivalent in terms of features such as speed. At the very least, if there isn't a perception of a acceptable level of quality, other features (e.g., fax, postscript) will raise questions and fears, rather than sway consumers toward purchase.
A competitively-priced, durable printer is seen as most desirable. There seemed to be consensus among respondents about relative pricing levels: Under $500 was considered as inexpensive; between $500-$800 was considered Moderately priced; and $800-1500 was considered expensive, and over $1500 was very expensive. For almost all of the respondents, price was not the foremost consideration. Instead, price in the context of the overall combination of features (speed, font options, etc.) and reliability was determinative with regard to purchasing decisions.
A few respondents had ideas about features that would be desirable on a new printer. Some said that they wanted a printer that could reset itself in the case of paper jams. Others wanted the toner to last longer. A few said that they wanted greater print speed, however, double the print speed was not perceived as being worth double the money.
NAME TESTING:
Twelve names were tested for their appeal and suitability as printer names before specific information about the XXXXXX printer was revealed and demonstrated. After the demonstration and questions, the names were reconsidered in light of how specific names fit the printer as described and seen. The twelve names considered were: Reporter, TranScribe, Voyager, Executive, EZ Writer, Little Foot, SideWriter, Premia, Advanta, Ovation, Journeyman, and Headliner.
Overall Assessment of the Naming Issues: The majority of respondents were in favor of assigning a name to the printer. The most commonly cited reason for naming is that it makes the printer immediately recognizable. A handful of more technically oriented people preferred sequential model numbers because they felt it made comparison of features and benefits to earlier models explicit and clear.
There were some discrepancies between how respondents perceived the names before and after receiving information about the printer. Before exposure to the printer, the qualities and connotations of the printer names swayed many respondents toward the names "Executive" and "EZ Writer." However, after having seen the printer, many respondents felt that the name assigned to the printer ought to correspond to some qualities or characteristics of the printer itself. After exposure to the printer, "SideWriter" and "Executive" were the most popular choices for the printer.
There appeared to be a common underlying dynamic on which respondents' reactions were based: It is important that the name convey both technological advancement AND a sense of user-friendliness.
The Top Names:
"SideWriter"
The name SideWriter generated a moderate amount of interest when associated with a nondescript laser printer (prior to learning anything about the product whatsoever -- either through copy or actual printer exposure). Most respondents had positive reactions to name, calling it "catchy." Respondents said that they thought it would be "easy to use," "a printer that would print everything," and "not very expensive". One respondent said that it sounded like an assistant. Some respondents thought the name implied that a different kind of technology would be used, and that it might print out the side instead of the front. Others picked up on the connotation of portability, suggesting that a SideWriter would be compact.
For a small minority of respondents, the name SideWriter had negative connotations. One said the name sounded "Cheesy." Another said that "it almost sounds like an auxiliary printer." Nevertheless, the overall reaction to the name SideWriter was positive, even before description and exposure of the product.
The name SideWriter engendered immense excitement when associated with the specific printer under consideration. After having seen the printer, many respondents felt that SideWriter fit, conveying the unique, innovative functional benefits. The name SideWriter conveyed the uniqueness of the printer because "it stands on it's side." -- "it's the only one like that." Some respondents associated the name with the words "thin," "efficient," and "a friend."
"The Executive": Before exposure to the actual printer, the name Executive garnered the most positive overall reaction. For most respondents Executive was associated with something that is reliable, "quality," "elite," and "top of the line." Other positive connotations included conveying a "sleek" "professional image", one that gave respondents a solid sense of confidence in the product.
Many indicated that the name Executive suggested the printer would be utilized in an office rather than at home. For a few respondents, Executive had the connotation of being "on the move," suggesting a smaller, portable printer.
Very few people suggested possible negative connotations of the name Executive. One said it suggested something expensive, costing "thousands of dollars." Another said it might be more complex than a smaller company needs. Nevertheless, the negative connotations of "Executive" raised by a few respondents (before exposure to the concept or product) could probably be effectively counteracted through descriptions and pricing information in advertising (e.g., "An executive printer at student prices...").
The Second Tier Names:
"EZ-Writer"
The name EZ Writer generated positive reactions, especially prior to association with the XXXXXX product. The name conveyed the ease of operation and user friendliness of the printer. Most indicated this printer would be more domesticated, for the home rather than for office (high in user-friendly connotations, low in technologically advanced connotations). Most said that a printer called EZ Writer would be in the $300 price range; "it does not sound like an expensive printer."
One respondent said that the name reminded her of the Owner's son, "His shirt-tail hanging out, hat on backwards, can solve everything!" Many suggested that such a user-friendly name would be used by Apple.
For some respondents the name EZ Writer had negative associations: One gentleman suggested it would be competent for small projects, but not larger scale day-to-day work. Many respondents associated EZ Writer with the movie "EZ Rider", which could have potentially negative marketing impact. Overall, respondents seemed to feel the EZ Writer would be an inexpensive, home computer, utilized by fairly computer illiterate persons.
"Little Foot":
There were mixed reactions to the name Little Foot. A very few grasped the implication that the printer would have a diminutive footprint, thereby decreasing the amount of space necessary for a printer: "It's not going to take up too much space." Some respondents indicated that the name made them think the printer would be for home use.
Several respondents said that the name brought to mind a "kid's computer." One respondent associated the name with a rock band. For others the name evoked it's opposite -- "Big foot" which led to the perception of the printer as something humorous rather than professional.
However, once exposed to the actual printer, the name Little Foot was more appealing and met with more positive regard because it was thought to nicely sum up the small footprint, portability and user-friendliness of the printer. The name Little foot may have had more appeal among a younger group of computer users (such as college or high school students).
"Transcribe":
Transcribe suggested to some a "cute" "efficient" workhorse printer which was constantly in use, and had the capability to do highly detailed output. Other respondents felt that the name was original, and associated it with a user-friendly quality. Some respondents liked the historical connotations of the word scribe. For others, associating the word scribe with an antiquated monk went against their goal of an efficient, technologically advanced laser quality printer.
"Voyager":
The name Voyager met with mixed reactions. For several respondents it suggested something compact, lightweight, and portable. For others it had the connotation of being technologically advanced (e.g., like the Space shuttle). However, many were reminded of the Chrysler Mini-van called Voyager, and said that it sounded like a car name, not a printer name. A few suggested it sounded "flighty" and insubstantial. One possible negative implication of the name Voyager is that it may suggest something which is not reliable, sturdy and dependable.
"The Reporter"
The Reporter gathered a lukewarm reaction among participants. A few had positive responses: They said it "sounded important" and printed good quality reports. It was perceived as a moderately priced, blue-collar printer. Several respondents had negative reactions to the Reporter, suggesting it was "cheap" and made by Radio Shack, a company for whom all in the group seemed to have contempt.
"Headliner"
This name was perceived as having something to do with journalism or newspapers, and was thus associated with Desktop publishing. Unfortunately, respondents had some negative associations suggesting that Headliner was "on the border of being goofy." Others suggested that it was geared towards fanciful showiness rather than substance and speed.
Third Tier Names:
"Ovation"
Despite the applause, the name Ovation received mixed reviews. A few respondents felt favorably towards Ovation: For them it was associated with good performance, many print options, and innovation. However, others felt that the name Ovation was unnecessarily self-congratulatory; for example, "It's giving itself a standing ovation... I don't like it." Another respondent said the name was "cutesy" but didn't associate it with a laser printer. It seemed as though consumers wanted to judge for themselves if the product was worthy of such a vaunted title. Last, several respondents associated the name with "Ovulation", which could spell disaster.
Premia:
Premia received a muted and ambivalent reaction from the respondents. A few felt positively towards it commenting that it sounded "nice" and "top of the line." However, others suggested that it sounded "goofy." Still others suggested it sounded like cigarettes or a car. Some said that it sounded "too technical" and they felt it would be difficult to use.
Advanta:
Advanta also garnered a mixed reaction. Some said it sounded "classy"; however, most others associated the name with automobiles. One respondent suggested that it sounded "new age in a contemptible way." The name Advanta seemed not to fit a printer for most of the respondents.
Journeyman:
Journeyman was deemed to be an "average," hardworking but underachieving printer by most respondents. For one participant, it brought to mind a baseball player who is a "journeyman" -- not quite skillful enough to catch on with any one team, and always being traded due to inferior capabilities. Journeyman may have too many negative connotations to be used profitably as a printer name.
naming Differences between MIS and END users:
There were few differences between MIS and END users with regard to naming issues. Most respondents preferred functional names (e.g., SideWriter, Reporter, Transcriber, Executive) over less descriptive, more emotional titles (Ovation, Premia, Advanta). There was a difference between MIS and END users in that the former had a slight preference for the name "Executive" while those in the latter group had a preference for the "SideWriter."
naming Differences between Cities:
There were few differences between the appeal of the names in New York and Los Angeles, suggesting that the top names reviewed here have broad appeal. The only difference noted between cities was slightly more interest in more emotional names (e.g., Voyager) in Los Angeles. Nevertheless, there was widespread consensus regarding the most appropriate, suitable and appealing names.
SUMMARY OF NAMING ISSUES:
Of the names mentioned presented to the respondents, the two clear-cut winners were "SideWriter" and "The Executive." Each of these names conveyed both a sense of something technologically advanced and user-friendly (although a few indicated that the name Executive suggested difficulty in use).
It is possible that a combination of the these two names e.g., "The Executive SideWriter" or "SideWriter Exec" would afford the advantages of both names, bestowing the evocative and functional associations of the name "SideWriter" and the professional and dependable associations of the name "The Executive." If a choice between the two were indicated, the name SideWriter may be the more evocative and descriptive name for the particularly unique characteristics of the new XXXXXX Laser printer.
REACTIONS TO UNBRANDED CONCEPTS (COPY)
Important Features:
The Copy that was presented to respondents generated excitement, concerns and questions. Overall, the copy and specifications described caused the majority of respondents to become interested in learning more about the printer. The transportability, "perfect laser quality output," 17 scalable fonts, 4PPM print speed, and 2 megabytes of RAM caught the attention of most everyone in the room; reactions were generally positive, frequently emphatically so, and aptly summed-up by one man who commented that the combination of size, specifications, and features was a "a nice package" for the money.
Transportability was a key attraction for some respondents, who imagined that this printer would be very versatile and companionable. Particularly for those who travel frequently, the compactness and lightness of the printer was highly appealing.
Laser quality print is the sine qua none for the majority of users of printers. Several had questions about whether the printer was a true laser printer or something else. Some were unfamiliar with LED technology, and assumed that because it didn't say "Laser printer" it must be an (inferior) inkjet printer. Consumers wanted more information in the copy about LED technology and how the print quality compares with Laser print quality.
The printer and the technology engendered tremendous interest in the groups. Nevertheless, reliability and dependability was a major hurdle for many respondents. Their daily work (and sometimes play) is intricately interwoven with their hardware. They insist on having something sturdy and bullet-proof. Some people worried that new technology allowing the printer to stand on its side, would necessarily have difficulties because most new technologies have various glitches: "The upright thing is the scariest thing. Anytime something is new there are bugs to work out."
It is possible that reworking the copy can address some of the respondents concerns about durability. The way the copy is currently written appears to imply to respondents that the technology has literally been turned on it's side (toner and all). It seems that this implication is too much of a leap for consumers for whom it may create distrust, skepticism and a "I'll wait and see" attitude.
Many respondents were reassured by the presence in the copy of an 800 number -- "That tells me the company is solid and isn't going anywhere and I like that."
Most respondents were very intrigued in the fax option that goes with the printer, however, their interest was circumscribed by their concern about possible mechanical difficulties. For some, the combination of printer and fax sounded to complex, delicate, and ripe for breakdowns. Consumers had various questions including: If the fax breaks, will I still be able to use the printer? Or, do I lose both facets of the machine? In addition, people wondered if they could use the printer and the fax at the same time? "If I'm printing, is there memory for the fax to be stored, and printed at a later time?" This probably needs to be made clear in product literature and/or advertisements.
A few respondents who use fax machines, despite their interest, believed the technology was too new: These people said that they would prefer a separate fax machine to avoid any possible difficulties. Nevertheless, the printer and fax option generated a great deal of interest, particularly among those who travel and have a need for a laser quality printer on the road (e.g., some respondents said that they have to read something in print to really get a feel for it and judge it).
Another feature that generated interested, for a few, was the Postscript capability. However, many others didn't know what postscript was, and most indicated that if they bought the printer, they would prefer a lower priced PCL version with Postscript as an option. Some felt that Postscript should be left out of the advertisement altogether.
Specific Phrases:
The copy itself generated a range of reactions and comments. The Headline, "We've turned laser printing on its side," engendered different reactions. One respondent thought it was compelling making him wonder, "Where in the hell does the paper come out?" Many commented they were engaged to read further after the headline. Others seemed to feel frightened by the dramatic claim of the headline; it made them worry that this new technology involved would be unreliable. For example, one gentleman wondered if the toner would be distributed evenly on the page.
The phrase "there's nothing it can't do" seemed to frighten several pessimistic respondents off. One said that he "dismissed it instantly." Among the respondents there seemed to be a fine line between making a bold claim, and making an immodest claim, and some evidently felt that this phrase went over the edge.
Many respondents also suggested that the copy should be phrased in a more positive manner. They wanted to know what the printer does, rather than what it does not do. One person perhaps summed up the feelings of the group in saying "What it doesn't do rubs you wrong."
Some respondents had questions which were not addressed in the copy including the cost of paper supplies, and paper handling capacities (envelopes, legal size paper, how many pages at a time?). In addition, some voiced confusion about the different versions (e.g., with/without fax, with/without postscript, the different amounts of RAM) and the price of each version. For many respondents anything that is left unclear or unarticulated may create uncertainties and cynicism. It may be helpful and important to clarify in the copy the various versions of the printer and how much each will cost.
Layouts:
There was wide consensus that Layout A (One printer with a stack of paper next to it) was cleaner-looking, more detailed, and highlighted the product. Layout B drew criticism because it was busy and cluttered. Several respondents commented about the angle of perspective, e.g., "it looks really big," and "monstrous." Others voiced confusion about whether it's one printer or two printers. One respondent said it looks like a "filing cabinet."
Several respondents suggested that neither layout A nor layout B did justice to diminutive size and proportions of the printer. As one woman commented after exposure to the printer, "I think it looks better than the picture."
It seems important to respondents that a sense of complimentary spatial perspective is provided when presenting the new printer. It is possible that photographs of the printer on a desk would suffice. Any photos or drawings should avoid steep upward perspectives given the marketing appeal of a small, space- saving laser printer.
One possible idea is to use a photo depicting a competitor's gargantuan laser next to the sleek and professional XXXXXX printer, along with some catchy engaging copy ("The Dinosaurs time has come... and gone...") to make the competitor's printers look like they're from the Jurassic period (i.e., outdated, monstrous, prehistoric). Alternatively, the metaphor of the Big Foot may be used as a metaphor for the clumsy, huge, inefficiency of standard laser printers (e.g., "Is a Bigfoot crowding you out... maybe it's time to look at the SideWriter, with the smallest footprint of any laser on the market...").
If there is a particular Hewlett-Packard model (e.g., HP Laserjet II) which the XXXXXX printer stacks up well against in terms of specifications, it may be favorable to show the two printers next to each other at a favorable angle. The copy could focus on the obvious space saving and transportability advantages, versatility, and fax features (and anything else the XXXXXX model has over the HP).
Anything that's considered in the way of copy or layout should be done with the understanding that this particular market desires innovation and versatility, but distrust the idea that something is revolutionary. These respondents were fairly intelligent, and fairly skeptical. Both of these traits should be respected.
REACTIONS TO ACTUAL PRINTER EXPOSURE:
Actually seeing the printer created tremendous interest and excitement in the groups. Many people were so interested that they pressed the moderator to know when the printer would be available for purchase. Most seemed to feel that the actual printer was smaller, nicer looking, cleaner and more compact than they had expected. Some respondents said it looked easier to use than they previously thought. Several respondents said after seeing the printer that the advertisement was misleading because it made the printer look larger than it actually is. Many respondents were very impressed. One had already made a buying decision: "I would buy this one for home."
Concerns voiced about the printer on exposure had to do with sturdiness, particularly because some imagined they might intermittently travel with such a printer. Several respondents mentioned that a strong, secure carrying case would help them to feel safe carrying around or travelling with the printer. This may also be something to address as a selling point (e.g., "As secure as Fort Knox, where else would you put your money?").
After having seen the printer, most respondents agreed that the combination of size, transportability and laser-quality output make this an original, innovative and desirable printer. One respondent said "I think that this is a terrific product." Another addressed the versatility of the printer, "I can see a lot of uses for a printer like that."
The print method (LED) suggested quality for some. However, there was a significant contingent for whom LED technology seemed to mean "not laser." This subgroup of respondents wanted to be educated about LED technology (e.g., What is it? How does the quality stack up against a laser printer? What are it's advantages?).
The great majority of users regarded print speed as satisfactory. Those that considered it to be slow were willing to trade some speed for the unique upright, compact, and transportable technology.
EXPOSURE TO ACTUAL PRINTER OUTPUT
Almost all respondents had favorable reactions when they saw the output produced on the XXXXXX printer. One respondent commented: "Oh boy, it came from that thing!" Another suggested that it compared favorably with the top-of-line Hewlett Packard output. After exposure to the actual printer output, almost everyone said that they would be interested in the printer when it hit the market. As one particularly printer-literate advanced respondent commented: "A very unique printer -- there is nothing like it on the market."
PCL versus Postscript: Most respondents seemed to be interested in a straight PCL printer, with an optional upgrade. Getting a less expensive printer without postscript was appealing for many consumers. For other, more advanced users the Postcript was seen as desirable. However, there were concerns voiced by a few respondents about the durability of Postscript printers in particular; they suggested that reassurances about the sturdiness and integrity of the printer would be facilitative.
Differences between MIS and END users in perceptions of the printer itself:
There were few differences in the manner that MIS and END users perceived the XXXXXX upright printer. There was a minority among the MIS users who used computers intensively; these respondents were informed, knowledgeable, and tended to already own or use higher end Hewlett-Packard equipment. Among this sub-group, the XXXXXX printer was not seen as a replacement for their main equipment; rather, it was seen as a possible adjunct printer, something that would allow them the versatility to travel and/or utilize as a fax machine. For the more knowledgeable MIS users, the ability to travel with transportable printer was a very appealing option.
There was a slight tendency for MIS users to perceive the printer more for home use rather than for office use. Among both MIS and END users, the printer was perceived as professional and versatile, something that could be utilized for both the home and some small business tasks.
Advertising & Positioning ideas:
Judging from the reactions of both the MIS and END users, the XXXXXX upright will have broad appeal to various groups of users, cutting across various groups (home & office users; students & professionals; those who travel & those who don't travel). In short, the printer has broad appeal because of it's versatility, and different attributes of the printer will appeal to different groups.
Some would buy the printer for its concise footprint: Home users concerned about space, those to whom sleekness is important, as well as those want a transportable, laser quality printer. The printer (without the Postscript option) seemed extremely appealing to those who generally have space-limitations, particularly if the price is discounted into the $500-600 range. To other, more business oriented users, the printer may appeal as a second printer, something which would afford them a greater degree of control and flexibility. For travellers & salespeople, the fax option has strong appeal.
The printer ought to be positioned in the market in such a manner that all these diverse segments feel spoken to. Emphasizing the innovative qualities of the printer in the context of the combination of price, features and quality would probably reach the widest audience. ("Compact versatility. Executive quality. At Student prices. See the new Executive SideWriter at your dealer today.").
It seemed very important also to highlight laser quality output, perhaps with a more detailed explanation of how LED technology compares to actual laser output. For almost all respondents "Laser quality output" is the standard they expect and desire.
The single most important general quality that must be emphasized is reliability. The durability and sturdiness of the printer need to be emphasized to reassure concerned consumers that they are not sacrificing anything in order to obtain unique features. In addition, a strong, secure carrying case will help to allay concerns of those consumers who may want to travel with the printer.
Specific Ideas for Communicating the Main Benefits of the Printer:
- Use the downsizing of computers (from desktop, to laptop, to notebook, to handbook, etc.) as a metaphor to create the expectation that the downsizing of printers is beginning. For example, "The revolution in downsizing computers will be followed by a revolution in downscaling of printers... and XXXXXX is leading the way. Half the size of current laser quality printers. Laser quality print."
- Address consumers' reliability concerns through advertising and/or spokesperson. Endurance and dependability are traits that consumers seek in their printers. Respondents want something that is durable and will not break down. A nationally known personality who is known for his stubborn persistence, work-ethic, and stamina (such as Nolan Ryan, Evander Holifield) might be an effective spokesperson for XXXXXX.
Additional Names Generated by the groups:
Versa, Executive Assistant, MiniExec, Marathon, VertExec (Vertical Executive), VertiWrite, Upright Exec, Standup, Standup Exec, SidePrinter.
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