Trackimo
Project description:
Trackimo is an intelligent, 3G GPS-GSM tiny device allows you to see on your mobile phone exactly every move and where your precious things are with automatic alerts as needed. Trackimo’s location is accessible through any computer or mobile device from any spot in the world. Trackimo 3G GPS Tracker includes a SIM card loaded with 1 year international worldwide cellular service. Device works out of the box, is easy to use, so you will have it up and running within minutes.
Scope of research: usage and attitudes
This research effort is meant to focus primarily on user attitudes and product usage,
to inform how Trackimo can improve its advertising and marketing messaging, to
help its distributors be successful. The product has been well received in trade
shows, but is moving slowly at the retail level, and this preliminary study is
intended to improve retail sales by informing a more impactful Trackimo corporate
communications plan.
The original request focused on determining the most attractive verticals. This has
been accomplished, by discovering the real-world range of intended and actual use
cases.
Sources of data used in this study
The study is based on two types of data:
A meta-analysis of online product reviews and forum commentary,
summarized in both qualitative and quantitative terms
A direct survey of the general Amazon mTurk1 community, with more
quantifiable results
The product review and forum sources are less readily quantifiable than the mTurk
survey responses. These reviews take the form of remarks and ratings from real
users of Trackimo and Trackimo’s direct competitors. Applying a disciplined
quantification method to these remarks gives us new and important insights into
the ways people are using our product and its substitutes.
The mTurk survey was built to assess preferred use cases for the product, but the
respondents were not filtered for product ownership. For this reason, its results are
interesting, but they are unlinked to real world usage. This survey was a preliminary
exercise in obtaining first hand structured market data, and it could be refined and
expanded in a future research effort.
One notable find: direct competitor Trax leaves its ZenDesk user forum open and
publicly accessible.2 There are 89 user questions, many with multiple answers. This
study includes a high-level count of keyword frequencies seen in the site, an open
door into the sentiments and use cases of real Trax users.
Market research
Trackimo-market-study-2015.pdf