Ipad3 launch presentation

CONSUMERS IN THE WILD SERIES

THINKTANK IN THE IPAD QUEUE

16 MARCH 2012

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[email protected]

This Morning Thinktank Spent 2.5h in the Regent Street Queue for the New iPad

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Our Aim: To Catch Extreme Consumer Behaviour in the Wild

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And Make Some Sense of What’s Going On With Apple-Inspired Consumer Gatherings

• WHO?

• WHY?

WHO?

WHY?

AND …

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A PC World ‘Leak’ Meant Some in the Queue Had iPad3s Before the Apple Store Opened ...

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WHAT (THE HECK)?

_ A COLOURFUL LOT

- NOT ALL APPLE FREAKS

- SELF DESCRIPTIONS …

THE QUEUSTERS

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4 Key Queuing Types

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Media Hungry Adventure Seekers

Bonders Geeks

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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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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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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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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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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And the Hangers-On … Some Other Brands Couldn’t Resist Piggy-Backing!

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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!’)14

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

www.thinktank-international.blogspot.com

http://twitter.com/#!/thinktank_int

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THANK YOU!Should you have any questions, please do not hesitate to contact

Konstantin Pinaev [email protected] [email protected]