DisplaySearch Blog

Featuring analysis from

  • DisplaySearch
  • Solarbuzz

Amazon Wants to Learn How Buyers Use Their Kindle Fires

The tablet PC market has been largely a one horse race, with Apple in the lead mainly because the company has done of a good job of providing customers with what they want. The other players have had a hard time figuring out what customers want, let alone being able to provide it. Well, one future entrant is aiming to fix that by going straight into the horse’s mouth.

On the eve that the Kindle Fire becomes available, Amazon is aiming to get extremely close to their buyers to see and hear what they want and what they plan to do with their devices. One of the members of our team in the San Francisco area pre-ordered a Kindle Fire in early November (the company says that it will begin shipping on November 15) and on November 11, he received the following email:

Congratulations! You are one of the first people to buy an Amazon Kindle Fire! We at Amazon highly value our customers’ opinions and would like to invite you to participate in a study on how people use their new Kindle Fire devices.

This study has two parts:

Part 1: A 90-minute weekday visit to your home to observe you opening Kindle Fire for the first time. If you participate, you will receive a $100.00 Amazon gift certificate for your help.

Part 2: A 90-minute group discussion in Cupertino, California, at 6:30 p.m. on December 15 to talk about your ongoing experience with your Kindle Fire. A light dinner will be provided. If you participate, you will receive a $50.00 Amazon gift certificate and a choice of select Kindle accessories for your time.

All consumer brands do some level of customer research, that’s not new. What is interesting about this research is the timing and the user focus. The study is done at two vital times: upon the first impression and early into the ownership period. This is when it becomes clear if the device is living up to expectations and, if not, what can be done to change things.

We have noted the challenges with the traditional retail channel in selling a tablet, which we have argued is a much more experience-based device as opposed to the bells and whistles focus of older hardware devices. Other brands have been trying new methods to shake up the tablet PC buying experience, and retailers are also being more aggressive about focusing on the tablet selling experience.

This study seems particularly intimate with a focus on learning about the user experience, which we believe will be a beneficial exercise as brands try to compete in their emerging device category.

  • http://www.tukfb.com/2011/11/amazon-will-be-watching-some-open-their-kindle-fires/ Amazon Will Be Watching Some Open Their Kindle Fires – tukb.com – The Unofficial Kindle Fire Blog

    [...] DisplaySearch Blog jQuery(document).ready(function($) { [...]

  • Penguin

    I received the same email on Nov 11 and replied to participate in the study. No one has contacted me as of today (Nov 15) and the Kindle is due to arrive at my house tomorrow.  I contacted Amazon to find out when this visit is supposed to take place and they have no knowledge of this email!   Now I’m worried that this is a scam I could be a victim of a burglary.  Will someone pretend to represent Amazon, show up at my house and then rob me while I’ve got the Kindle fire in my hand thinking I’m part of a study?  

  • http://www.displaysearchblog.com/2011/11/amazon-kindle-fire-launch-what-amazon-learned-from-apple/ Amazon Kindle Fire Launch: What Amazon Learned From Apple | DisplaySearch Blog

    [...] signs of great promise: affordable price points, strong pre-orders, and the company’s efforts to understand new consumer behavior. Amazon is in a position make significant strides where other non-Apple tablet OEMs have failed, [...]

  • http://www.comparecomputers101.com/kindle-on-ipad/ Kindle On Ipad | computer laptop reviews, desktop computers, notebook reviews

    [...] HHI Anti-Fingerprint, Anti-Glare, Matte Finishing Screen Protector For Amazon Kindle Fire Tablet (Package include a HandHelditems Sketch Stylus Pen)Download Free Books For Your Amazon KindleAmazon Kindle Fire tablet Shipment Could Top 5 Million in Q4Amazon Wants to Learn How Buyers Use Their Kindle Fires [...]