The iPod phenomenon: identifying a market leader's secrets through qualitative marketing research

Purpose - The aim of this paper is to explore the potential for learning from customers of a market leader through qualitative marketing research. Design/methodology/approach - The paper presents findings from a study that applies a combination of quantitative and qualitative research methods. An online variation of an existing qualitative research method is proposed. Findings - The results suggest that the proposed method can be transferred successfully to an online environment and combines the effectiveness of qualitative research with the efficiency of quantitative research. Research limitations/implications - A general problem with online research is that it excludes all individuals who are not online. Moreover, the results are limited by the nature of the sample, which only includes German-speaking respondents. Finally, further research should investigate the differences in depth between responses of online- and offline-conducted interviews. Practical implications - Offers a relatively inexpensive yet effective solution for product and brand managers to uncover the reasons that drive customers to a market-leading competitor. Originality/value - Compared with many other approaches available to product and brand managers, this paper proposes a more realistic and practical method of understanding a market leader through the eyes of its customers.