Latest Research

By maintaining our internal consumer research panels in some major markets, we can glean deeper insights on the broader consumer market in a frequent and timely fashion. We use our primary research panels, alongside our syndicated research network, to collect over 5,000 unique data points every quarter. This data allows us to have a comprehensive view of the consumer behavior globally with technology products, software, and services.

Below is a list of our latest primary research studies which are available to Creative Strategies clients.

Click here to inquire about our research or services

Media and Subscription Services

Date of Study: April 18th, 2019
N= 750
Panel: US Early Tech, Mainstream, Late Adopters

In April 2019, we interviewed 750 US consumers and explored the media services they currently subscribe to as well as which cable subscription bundles they subscribe to. Our goal was to understand how important streaming services are and how much that may impact future behavior with content subscriptions.

  1. Demographic breakouts of current subscription services
  2. Trends of cord cutting and media services
  3. What drives decision to purchase a new service
  4. What drives the devision to cancel a subscription service
  5. Who is the decision maker for purchasing a new service
  6. Frustrations with current services

SmartHome and Smart Speaker Study Volume 3

Date of Study: March 13th, 2019
N= 1,119
Panel: US Early Tech, Mainstream, Late Adopters

In March 2019, we interviewed 1,119 consumers to better understand their smart home ecosystem and specifically how smart speakers are being used. We explored the smart home products they have, how or if they have them integrated together, and overall opinions and behaviors with smart speakers.

  1. Customer satisfaction for Amazon Echo, Apple HomePod, and Google Home products
  2. Net Promoter Score for Amazon Echo, Apple HomePod, and Google Home products
  3. Specific use cases of smart speakers and analysis of differences between Echo, HomePod, and Google Home
  4. Primary locations for smart speakers
  5. Smart home devices owned
  6. Future smart home devices intent to purchase
  7. Key pain points and frustrations with smart speakers
  8. Desired features in future smart speaker products

Modern Computing Workflows for Productivity and Collaboration

Date of Study: Jan 8th, 2019
N= 1,041
Panel: US Early Tech, Mainstream, Late Adopters

In Jan 2019, we interviewed 1,041 consumers to better understand their behaviors around productivity and collaboration. We explored the tools and software they use to collaborate and which devices (PC, Smartphone, Tablet) are key parts of their workflows. Given the nature of work, how we collaborate and the workflows of individuals and teams is constantly changing we gathered key intelligence on this new workplace landscape.

  1. Preferred devices for collaborate and productive workflows
  2. Software and tools used for primary and collaborative workflows
  3. Demographical differences in collaboration and productivity
  4. Primary locations for main workflows
  5. Main pain points with current collaborative software/tools
  6. Nature of remote teams and main ways they collaborate

PC Trend Study Q1 2018

Date of Study: February 8th, 2018
N= 1,260
Panel: US Early Tech, Mainstream, Late Adopters

In February 2018, we interviewed 1,260 consumers to study a few new dynamics of the PC industry. A major focus of the study was understanding the main features and motivations that impact consumers upgrade decisions with PCs and what things may cause them to choose one PC over another. Major topics addressed in this study:

  1. How Brand impacts future purchases
  2. What specs motivate consumers to choose one laptop over another
  3. Demographical differences in PC preferences
  4. Role of branded processors of driving PC purchase
  5. Consumer awareness and preferences of certain specifications
  6. Understanding of how new features like connectivity and longer battery life will impact PC purchases
  7. PC Gaming as a new driver of purchases

Click here to learn more or inquire about this report.

Smartphone Photography Study

Date of Study: November 2nd, 2017
N= 1,000
Panel: US Early Tech, Mainstream, Late Adopters

In November 2017 we interviewed 1,000 Americans to understand what role photography has in their overall smartphone experience. We explored how different camera capabilities in modern smartphones change how consumers are using their smartphone as their primary camera. We also look at what people do most with imaging and photography and the types of photos they take regularly and why.

Major Topics Studied:

  • – Key uses and motivations for taking pictures with a smartphone
  • – How ownership of different brands and camera capabilities change consumer behavior with photography
  • – Most photographed objects
  • – What consumers do most often with their photos
  • – Storage or backup services used
  • – How smartphone photography capabilities have impacted DSLR usage
  • – Use of third-party apps for post-processing of photos
  • – Most desired new features for smartphone camera
  • – Importance of camera features in driving upgrades

Click here for more information or to inquire about this report.

Fall Smartphone Market Study 2017

Date of Study: November 8th, 2017
N= 1,200
Panel: US Early Tech, Mainstream, Late Adopters

In November 2017 we interviewed 1,200 Americans to understand the continued changing dynamics of the US smartphone market. We explored a range of things from intent to purchase, what drives consumers to switch brands or ecosystems, customer satisfaction, and what drives their upgrade cycle.

Major Topics Studied:

  • – Brand/model ownership
  • – Customer satisfaction by specific smartphone model and brand
  • – Core reasons consumers stay loyal to specific smartphone brands or ecosystems
  • – Core reasons consumers switch, or consider switching, brands or ecosystems
  • – Motivations that drive upgrades
  • – Levels of importance of key features that drive purchase of a specific model or brand
  • – Intent to purchase for next upgrade broken out by model and brand
  • – Carrier plan details

Click here for more information or to inquire about this study.

Modern Computing Workflows

Date of Study: October 10, 2017
N= 1,300
Panel: US Early Tech, Mainstream, Late Adopters

In October 2017 we interviewed 1,300 Americans 300 of whom were between the age of 18 and 34. We aimed to understand which brands make them feel empowered at work and how they set up their workflows for different productivity and collaboration tasks.

Major Topics Addressed:

  • How different groups of individuals, age groups, gender, etc., use different workflows to get things done
  • What are the main device preferences for specific workflows
  • What device brands help consumers feel more productive and more empowered when they work
  • Feelings and Sentiments by employees around specific device based processes and procedures
  • Exploration of new form factors and how 2-in-1 PCs and iPad Pro fit into modern workflows

Click here for more information on this report.

Voice Assistant 2.0 Research Study

Date of Study: June 21, 2017
N= 1,100
Panel: US Early Tech, Mainstream, Late Adopters

In June 2017 we interviewed 1.1k American Consumers between the age of 18 and 65 to understand how their relationship with digital assistants is developing. Study covers usage and top actions of Amazon Echo/Alexa, Google Home, Apple’s Siri, and Google’s Assistant. We measure customer satisfaction, consumer expectations, frustrations and pain points with voice assistants, and more.

Click here for more information on this report.

The Future of Urban Commuting

Date of Study: June 5th, 2017
N= 1,090
Panel: US Early Tech, Mainstream, and Late Adopters

In this study, we looked at consumer behavior when it came to urban commuting. We looked at consumer interest in autonomous cars, what technology features they expect and are interested in with new cars, what mapping services they use and why, as well as ride sharing platorms like Uber and Lyft.

Click here for more information on this report.

Millenials and Collaboration in School and the Workplace

Date of Study: March 28th, 2017
N= 1,449
Panel: Millenial demographic 18-24 Years Old

Millenials are a hot topic all around the tech landscape. With this study we explored the behavior of college age students around things like most used applications overall on a daily basis, and most used applications and services for collaborating on projects. We explored their hardware preferences for different types of workloads and we dug into the their communication preferences when they collaborate. We also explored the process in which they collaborate and explored how that differs at different stages of a group project.

Overall our findings paint a clear picture of how this demographic works together and the full suite of tools they use to be productive. We believe this study yields key insights onto the technological expectations the current group of college students will bring with them as they enter the workforce.

Click here for more information on this report.

Consumer Security and Privacy

Date of Study: February 20th, 2017
Panel: US Eary Tech, Mainstream, and Late Adopters

We set out to understand how consumers think about security and privacy. We looked at sentiment and privacy/security habits around specific devices like smartphones, tablets, PCs, web usage, social media, and more. We also looked specifically at which main tech companies consumers trust with their security and with their privacy. We included a deep dive on Google, Apple, and Facebook to understand security and privacy sentiment and behavior with consumer usage of products and services from each company.

Screen Shot 201703-07 at 8.42.52 AM

Click here for more information on this report.

Consumer Holiday Consumer Electronics Purchasing Intent & Post Holiday Follow Up Study

Date of Pre-Holiday Buying Study: November 15th, 2016
Panel: US Eary Tech, Mainstream, and Late Adopters

Date of Post Holiday CE Purchased Study: Jan 24th, 2017
Panel: US Eary Tech, Mainstream, and Late Adopters

In November we set out to understand what major tech purchases were on the horizon for US consumers. We covered all major catogories from TV, PC, Smartphone, Tablet, and Wearables to see what consumers intended to buy, where (online vs. offline) and what kinds of retail promotions could further incentivize their purchase. We also explored some of the main reasons they were not interested in buying specific tech products. Lastly, we looked at consumer sentiment around the economy post US election to get a sense of consumer confidence and how that may impact their tech spending over 2017.

We followed the November study up with another study in January to see what purchases consumers followed up with. We also explored things they ended up buying they which were not on their list and what incentivized their purchase. We also explored what products consumers intended to buy and then changed their mind on and what drove their change in intended behavior. Lastly, we explored what tech products consumers purchased, or received as gifts that they found themselves liking more than they initially thought.

Screen Shot 2017-03-07 at 9.15.00 AM

Click here for more information on this report.

Voice Assistant, Chat Bots, and Artificial Intelligence Study

Date of Study: October 1st, 2016
Countries: US, UK, Spain, Italy, France, Germany, Japan, China
Panel: Eary Tech, Mainstream, and Late Adopters

In this study we look at global trends in voice assistant usage exploring specific platforms like Apple’s Siri, Google Voice Assistant, Microsoft Cortana, and Amazon Alexa (in countries Echo/Alexa is available). We look at core behaviors and motivations for voice-based search, preferences to use voice over typing, primary apps used with voice interactions, and when chatbots are more preferred or convenient. We also explored the types of business and commerce industry applications which were most interesting to consumers in specific countries to use a voice-based assistant service and a messaging based chatbot.

Screen Shot 2017-03-07 at 9.32.50 AM

Click here for more information on this report.

Smartphone Report Q4 2016

Date of Study: September 9th, 2016
Countries: US
Panel: Eary Tech, Mainstream, and Late Adopters

As the smartphone market in the US matures, and new entrants like Google with their Pixel Smartphone look to take share, we update our bi-annual study on the US smartphone market. We study why consumers choose the platforms they do and where their loyalty with brands and platforms lies. We update our data on buying patterns for smartphones, including consumers paying on payment plans or upfront. Given Samsung’s issues with the Note 7 battery we did a deep dive on how this impacted consumer sentiment and intent to purchase Samsung devices in the future. We also looked at consumer awareness and trust around Google’s new hardware release of the Pixel Phone.

Screen Shot 2017-03-07 at 12.56.46 PM

Click here for more information on this report.

Mobile Payments Study

Date of Study: August 15th, 2016
Countries: US, UK, Australia
Panel: Eary Tech, Mainstream, and Late Adopters

We set out to study US, UK, and Australian consumers usage of services like Apple Pay, Android Pay, and Samsung Pay. We explored security sentiments around existing forms of payments like credit, debit, and cash and compared that with sentiment for security around mobile contactless payment methods. We explored satisfaction with both the retail experience for mobile payments and the mobile payment services themselves. This study includes a deeper look at motivations and sentiment for reasons consumers are using mobile payments and why they are not using mobile payments. Lastly, we explored the kinds of things retailers can do to incentivize consumers to embrace mobile payments as their primary purchase method.

Screen Shot 2017-03-07 at 9.44.49 AM

Click here for more information on this report.

Consumer Cloud Services

Date of Study: July 15th, 2016
Countries: US
Panel: Eary Tech, Mainstream, and Late Adopters

As many in the tech industry look to shift to services business models, our consumer cloud services study explores consumer behavior with existing services around cloud storage, streaming music, video, data synchronization and backup, and more. We also explore where consumers are spending and prioritizing their spending when it comes to cloud services.

Screen Shot 2017-03-07 at 1.01.51 PM

Click here for more information on this report.

State of the Consumer PC

Date of Study: May 25th, 2016
Countries: US
Panel: Eary Tech, Mainstream, and Late Adopters

Our annual state of the consumer report looks at core behaviors consumers are engaging in with their PC, Macs, and tablets. We look to understand how behaviors are changing or shifting around devices like PCs, tablets, and the role the smartphone is playing in changing the consumer relationship with devices like PCs and tablets. We explore brand sentiment around PC brands, intent to purchase PC and tablet, intention to switch from a standard laptop or desktop form factor to a tablet form factor like iPad or Surface Pro, and what is driving consumers intent to buy or not buy a new PC or tablet.

Screen Shot 2017-03-07 at 1.13.10 PM

Click here for more information on this report.

Virtual Reality Market Opportunity

Date of Study: April 28tth, 2016
Countries: US
Panel: Eary Tech, Mainstream, and Late Adopters

With 2016 being hyped as the year of virtual reality, we wanted to see what consumers understand about virtual reality. We leaned heavily on our early adopter panel so we could glean insights from consumers who own or have tried a VR headset. But we also wanted to know how interested the mainstream part of the market was as well with this new technology. We tested what brands were well known, how people defined or understand virtual reality, what their experience was like if they had tried it and we explored the potential of augmented reality as well with our panelists. Overall, we walked away with a holistic look at the market and came away with some conclusions on where to be optimistic and where to be cautious with regard to the virtual reality market.

Screen Shot 2017-03-07 at 3.49.50 PM

Click here for more information on this report.