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Case study

Creative analytics illustrate the mobile journey for new product development insight

Client/Situation

Our client, a leading Mobile Application company, was looking to understand how their offering fit into the ways consumers use their mobile devices throughout the day. Based on this understanding, they planned to make strategic decisions on product development and sales.

Approach/Solution
Phoenix MI determined that a traditional survey would not deliver the detailed information necessary to fully understand the consumer’s mobile journey.

Our client provided detailed mobile usage data for 1,200 users, including every time a phone was accessed, the applications utilized, and usage duration.

Phoenix MI’s analytics team conducted nodal and path analyses to uncover deep insights regarding phone usage, which were used to develop hypotheses that were tested and vetted via an online survey of mobile users.

Results

The company, its board and investors gained a deep understanding of the overall mobile usage journey, which was an important factor as they collectively set the strategic direction for new product development, customer acquisition and retention.

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