Jason Hardman's recent articles
BlackBerry Q10: why do consumers buy it?
Previous Learning Deficit case studies looked at the Sony Xperia Z, Oreo and Pepsi to show the detailed insights which social media can offer alongside topline volume of engagement. However, our experience shows that truly maximising social insight means asking specific questions where the answer can help brands advance their business and make decisions.
As an example, we looked at owner reviews of the BlackBerry Q10, which is said to be outpacing BlackBerry's flagship Z10, to understand why owners of the Q10 say they bought the model. Our analysis shows that the keyboard accounts for 68% of reasons cited for buying the Q10. Consumers say it gives “more room” and is “easier to use” than touchscreen models for sending emails.
With the Q10 recently becoming the spotlight of BlackBerry's Facebook content, this shows that marketing should focus on the Q10’s “Bigger & better” tagline, which references the “effortless typing experience”. The Q10's other taglines, "Light & Durable" and "Sharp & Vibrant", don't feature as purchase drivers.
The keyboard accounts for 68% of cited purchase drivers among new owner reviews:
The "Bigger & Better" tagline has resonated the best with new Blackberry Q10 owners, suggesting its "easy to use" keyboard should be the focus of all marketing: