Question

Sony's minidisc recorder/player was enormously successful in Japan but received a lukewarm welcome in the US market. When Sony attempted its third minidisc launch in the United States, it thought it had the right formula because it had "found out what's in consumers' heads." What type of research do you think Sony used to "get inside the heads" of its target market?

Answer 1

Sony probably employed market research techniques, like surveys and interviews, to gain insights into US consumers' preferences, which helped the company develop marketing strategies for the minidisc recorder/player.

Step-by-step explanation:

To understand consumers' preferences and behaviors, Sony likely utilized market research methods to "get inside the heads" of its target market. This might have involved conducting surveys, focus groups, and consumer interviews, as well as employing psychological studies and observational research to gain insights into consumer attitudes and purchasing habits.

Additionally, they may have analyzed sales data, market trends, and competitive strategies to refine their marketing tactics for the minidisc recorder/player.