Hoping to Make Phone Buyers Flip
New York Times, February 29, 2008 — These days, designing a new mobile phone can seem like something out of an episode of “Dr. Phil.”
LG Electronics, the maker of the Chocolate and Voyager phones, begins by asking focus groups to keep a journal, jotting down feelings about features they like most. Participants can call a toll-free number to share their emotions about the phone they are testing. And sometimes they are asked to draw pictures that represent their mood when they hold the phone.
“Our job is to be behaviorists and psychologists,” said Ehtisham Rabbani, LG’s vice president for product strategy and marketing. “We constantly have to be reminding ourselves that we tend to be geek types and our customers are not.”
Executives and industry analysts say it has become more important than ever to understand the psyche of consumers and why they pick one phone over another. That’s because LG, Motorola, Nokia and others are in a fierce battle to please finicky customers as new entrants like Apple, with its popular iPhone, seek to upend the traditional mobile phone business.
