Abstract:

Today’s consumer juggles multiple devices and uses a diverse set of apps and services, spanning categories and brands, across work and life. Traditional ways of understanding consumer dynamics are insufficient for providing a true picture of a modern consumer’s behaviour across their personal technology ecosystem. At Microsoft, we identified a need for a research solution that would provide a comprehensive view of consumers’ ownership, usage, and perceptions of technology devices and services. Partnering with Ipsos, we have addressed this need by building an innovative research programme including both attitudinal and behavioural components. The insights are helping us understand the interrelationship of competitive product usage with our own and influencing our post-sale monetisation strategy.