And challenges, there are plenty of them! Competition is fierce in the computing industry and consumers needs are often too generalized: in this context, surviving is a daily struggle. Hence the need for Asus to thoroughly investigate its market to position himself against his competitors.
The stakes are high: how to better understand two very specific main targets, high school and college students, as well as their behavior to distinguish their needs and evolution, and determine what kind of products to offer to each.
Habits of use, choice criteria, brands perception are some of the many insights revealed by this survey, and that will enable us to adapt our offers.
Directeur marketing et communication
The surveys in a few figures
are primarily used for word processing
« Note taking remains essential for students; the laptop therefore still playsa major role in productivity. »
among respondents who frequently use Asus
« Preference is mostly related to the habit of use: it reinforces our product-oriented strategy and user experience. »
during purchasing, performance is more important than the brand itself
« Purchasing choice criteria continue to demonstrate it: the computer is a fundamentally technical product. »