Cool is . . .

Very interesting results came out of some recent work we did in the cellular category. Consumers' concept of what makes a cell phone "Cool" has changed radically in the last two years. We used our tools to compare linguistic associations among millions of consumer conversations about cellular phones (occurring on forums, blogs, and newsgroups) around the concept of "Cool" in 2005 and 2007. As you can see, there has been a significant change in the language around the concept of "Cool" during this period.

Cool went from being associated with the phone's physical features - looks, case, size, color - to being associated with what the phone enables consumers to do, and how - touchscreen, UI, downloads, MSN, hotmail, website. Coolness was defined by looks, but is now defined by the power of the user experience.

Understanding consumer motivations, linguistics, and drivers around your core brand concepts is crucial. Using our proprietary tools and great strategists, MotiveQuest can help you do that.

Posted by Tom O'Brien on September 7, 2007