"Apple don't do market research" Steve Jobs
According to Steve Jobs, Apple doesn’t do any market research but now Vice President of product marketing Greg Joswiak is giving us more detail about how Apple actually learns from its users.
On Monday, Joswiak wrote in a declaration submitted to the court,
“The surveys reveal, country-by-country, what is driving our customers to buy Apple’s iPhone products versus other products such as Android products that Samsung sells, what features they most use, our customers’ demographics, and their level of satisfaction with different aspects of the iPhone.”
Joswiak is unsurprisingly, fighting to keep this information from reaching the public but Samsung on the other hand is planning on using these surveys as the trial continues.
However, Joswiak says that only a handful of executives actually see the research reports which means that typical designers and engineers aren’t influenced by the survey findings.
According to the Wall Street Journal, some of the findings include a question which asks customers in different countries about what led them to buy an iPhone over an Android phone. He results were that 54 percent of consumers in the US and China ‘Trust Apple Brand’ as their primary reason, while 67 percent of Chinese customers said they liked the design.
Joswiak says,
“No iPhone-related surveys or iPad-related surveys are allowed to be distributed to anyone outside this group without my personal express permission, which I regularly refuse.”
