Jason Hardman's recent articles
Product launch analysis for the Xperia Z reveals owners praise the “lightness” and “fast” speed, but criticise the lack of retina display
By tracking a product right after launch, brands can quickly learn how consumers are using the product and what they see as the key strengths
Analysing owner reviews in the aftermath of a product launch can help brands find out what the best features of a product are as well as the top areas for improvement. With this information brands can push the key strengths and address any issues in future marketing pieces. As an example, we looked at reviews for the Sony Xperia Z tablet posted in the UK since its launch in May. We were able to deep-dive into user experience by analysing all the negative and positive opinions shared in these reviews.
Our analysis revealed that screen quality, weight and speed are the main positive aspects of the Xperia Z tablet, making it “perfect for work and play”. However, the "lack" of a retina display is seen as a key area for improvement by some. We were also able to discern the main use cases, with watching films/reading and web-browsing/email being the most important things that consumers say they use the tablet for.
Owners love the Xperia Z tablet’s “easy to hold” weight and “sharp” screen:
Sony Xperia Z tablet: buzz and sentiment by top topics
- The top three positive aspects are screen quality, weight and overall feature set: Xperia Z tablet is described as “fantastic at everything”. Owners particularly love that it is “light”, “fast” and has a “bright”, “crisp” screen
- The main negative is the lack of retina display: Some consumers say the screen is “poor” as it isn’t a retina display like the iPad. A few also complain that it doesn’t have the latest version of Android’s Jelly Bean OS
Web-browsing and watching films/reading are the two main use cases for the tablet:
- Just two main use cases are cited, web browsing/email or watching film/reading: The two use cases are cited by owners of the Xperia Z with roughly similar frequency
- Those using it as a reference device, such as web-browsing or checking email are slightly less positive: Early adopters’ experience was marred by “scrolling issues”, which were fixed in a subsequent software update. However, most owners love that it is “fast” for web browsing as well as having the “useful” Android OS
- Those using it as an entertainment device say its “light” weight makes it perfect for watching films or reading: Owners say it is “ideal” for prolonged use because it is “light” and “thin”. Those using the Xperia Z for entertainment also enjoy the “stunning” screen