Marketing Research Methodology - The case of the Fair Phone

Abstract

We are running a study about the Fair phone and its relevance in the French Market. We are going to analyse the consumers' minds and perception about this type of product ecologically and ethically responsible. With this first analysis, we will highlight the perceived advantages and disadvantages of the Fair Phone. To do so, we made up an interview guide that we administrate to 6 people from different background and age in order to have a larger market view and be able to surround the best target for our product. Thanks to the differences of people we interviewed, it gave us different population samples (ex. divided by age) that we can observe. Our first question is: "What are French consumers' perception of and opinion about the Fair Phone? What are the perceived advantages and drawbacks of the Fair Phone?". But, in the interview, we decided to not talk about the Fair Phone at the beginning, to start having an idea about people's sensitivity to environmental and ethical issues. It will gave us the features of their phone that they prefer and their perception about spending more to be more environmentally friendly; which will help us to understand in which way the Fair Phone should be presented. We decided to do so in order to help us for our second part; the communication style.