In a week where presidential candidates faced off on the policies that shape America’s interactions with the rest of the world, the whole world was focused on two different events, Apple’s subtle launch of the “condensed” iPad Mini and Microsoft’s much maligned release of Windows 8. Much the way pollsters pester us prolifically with prodding panderings of what they consider to be poignant questions (that alliteration is for you Ms. Norman, my junior English teacher), Argus Insights has been tracking how the market has responded to these two counterstrikes in the battle for the hearts, minds, and wallets of consumers the world over. In the graphs below you’ll find the standardized buzz levels and sentiment scores for the two brands as they duke it out, reported hour by hour starting at midnight GMT on 22 Oct 2012.
While Apple definitely receive higher overall levels of buzz than Windows 8, by standardizing the buzz and net sentiment we can see how much these launch events moved the needle for both brands. A strange phenomenon of launch events is that the net sentiment actually dropped during the event for both companies, not driven by negative vibes being tweeted by consumers but the flood of more neutrally worded news items. Consumers will start engaging more directly after the events when they can get their hands on these new devices and see if the magical condensation promised at the launches.
Watch early next week when we share the results of Google’s salvo into the fray on 28 Oct 2012 and we see how consumers react to both the new Apple and Windows products.
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About John Feland
I am the founder and CEO of Argus Insights, a leader in Experience Analytics. Argus was started in stealth mode in 2008 to answer the question, "How can Market Research be improved and help drive innovation instead of validation?"
I was the Executive Director of the ME310 Global Design Innovation Course at Stanford University. The course has a forty year history of developing tomorrow’s innovation leaders.
Formerly I was the Chief Technologist for SK Telecom America’s R&D Group. In this role I was responsible for understanding how the rapidly changing technology landscape would enable SK Telecom to craft new business opportunities in the Americas. My areas of responsibility ranged from NGN wireless technologies (LTE vs WiMaxx, etc), handheld experiences & the interface technologies that enable them (multitouch touchscreens, haptic feedback, smartphone operating systems), as well as evolving influences on the telecommunications market (cloud computing, femtocells, CDN’s, LBS, SNS, etc.) I also supported SKTA’s internal Business Development & Corporate Venture Capital organizations.
Prior to my role at SKTA, I led Synaptics efforts for developing next generation capabilities for handheld devices from within the marketing organization. I was responsible for developing a comprehensive competitive landscape for the various handheld markets, with specific focus on the mobile ecosystem, driving the product & technology strategy, in partnership with the engineering organization, to architect & execute our roadmap of future capabilities.
I was also the architect of the Onyx Concept Phone, the world’s first multitouch mobile experience. I worked with the top handset manufacturers on the creation of tomorrow’s handsets, ensuring the right marriage of technology & user experience takes place as we see an industry transformation take place around multitouch technologies.
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