The iPod phenomenon: identifying a market leader's secrets through qualitative marketing research

Abstract

PurposeThe aim of this paper is to explore the potential for learning from customers of a market leader through qualitative marketing research.Design/methodology/approachThe paper presents findings from a study that applies a combination of quantitative and qualitative research methods. An online variation of an existing qualitative research method is proposed.FindingsThe results suggest that the proposed method can be transferred successfully to an online environment and combines the effectiveness of qualitative research with the efficiency of quantitative research.Research limitations/implicationsA general problem with online research is that it excludes all individuals who are not online. Moreover, the results are limited by the nature of the sample, which only includes German‐speaking respondents. Finally, further research should investigate the differences in depth between responses of online‐ and offline‐conducted interviews.Practical implicationsOffers a relatively inexpensive yet effective solution for product and brand managers to uncover the reasons that drive customers to a market‐leading competitor.Originality/valueCompared with many other approaches available to product and brand managers, this paper proposes a more realistic and practical method of understanding a market leader through the eyes of its customers.