Marketing Report

In our usability lab we observed the remote control use among subjects (N = 100) who also filled in a questionnaire. Users dislike the look-and-feel of current remote controls.

• 75% of users find most remote controls ugly
• 80% of users would spend more money when a remote control would look fancy

Current remote controls do not match well the operating behavior of the user

• 75% of users said they zap a lot
• 50% of users say they only use 10% of the buttons

Function	Frequency of use (# per hour)	Relevance [1...10]
Power	1	9
Channel selection	168	10
Volume selection	4	10
Audio settings (mono/stereo, pitch, etc.)	0.8	2
Screen settings (brightness, color, etc.)	0.5	1.5
Teletext (flipping pages included)	14	6.5
Channel settingsn	0.01	3

The biggest frustrations users expressed

• Remote controls are often lost somewhere in the room (50%)
• It takes too much time to learn how to use a new remote control (34%)
• Remote controls are bad for RSI (26%)

Target groups in market

The market is divided in several groups.

Total sales in market is about 10 million units.

New features in remote controls

Would you prefer an LCD screen on a multifunction remote control?

Would you pay more for speech recognition in a remote control?

Target audience

Two target audiences for remote control are distinguished:

• Younger, age between 16 and 45, highly interested in features, more critical
• Older, age between 46 and 65, less interested in features, spends money more easily