https://www.dropbox.com/s/tl7aukswfz4j6fh/Powermeter%20survey%202014%20results.pdf?dl=0
Thanks for your participation!!
Here the short summary:
The powermeter
market is in general a very functional attribute driven market. However,
different groups could be identified which differ in terms of the importance to
give to each attribute. In this instance a more price oriented (‘’Low price’’)
and a more functional (read technical) driven (‘’Engineers’’) segment were
found with. In the middle of these two there was a ‘’Usability’’ segment. These
3 groups showed differences on several dimensions, but also w.r.t price
perception.
Clearly each powermeter
brand shows different strengths in terms of their brand funnel. In this sense
marketing efforts should also be differentiated to areas in which the brand
stays behind, i.e. shows bottlenecks compared to other brands and within the
own brand purchase-loyalty funnel.
Segmentation
is also what powermeter manufacturers look for of course. That is, there are
simply different buyer groups, with different needs who all have a different
budget they want to spend on a powermeter. So, here again some confirmation for
a statement (DCRainmaker) ‘’If someone asks you what powermeter they should buy
you can say: it depends’’
