A deep understanding of consumer needs has become more important. The internet has allowed access to a larger target audience but it is no longer undifferentiated. Potential customers can be dispersed demographically and geographically and thus it is not always easy to identify the consumer value drivers. Beyond identifying what technology mix matches the user’s interaction and media richness needs, various factors influence perceptions and behavioral intentions to use technology. Our research focuses on resolving these issues. Accordingly, areas of expertise and potential areas of cooperation include:
- Conjoint studies on consumer preferences in Mobile and e-commerce
- User studies and analytics on mobile web/app demographics and usage patterns
- Acceptance studies on innovative e-commerce and cross-media solutions.