Just-In-Case Quantitative Report

Quantitative Research on Just-In-Case
Magic Research Group (Team 1)
December 11, 2013
Di Kang
Chalalai Chatamero
Lujia Chen
Shauna Bennett
Kyle Robison
JUST-IN-CASE! MAGIC RESEARCH GROUP! 1

Table of Contents
Title Page………………………………………………………………………………………………1
Table of Contents…………………………………………………………………………………….2
Background and Methodology…………………………………………………………….………3
Executive Summary………………………………………………………………………………….4
Summary of Statistics……………………………………………………………………………….5
Respondent Proﬁle…………………………………………………………………………………..6
Detailed Findings
A. Concept Appeal…………………………………………………………………..………… 7
B. Past Behavior…………………..……………………………………………………………13
C. Current Behavior…………………………………….……………………………………...17
D. Additional Service Appeal……………….………………….…………………………….19
Appendix………………………………………….………………………………………………….23

Background
Just-In-Case selected Just-In-Case Marketing to design and execute a quantitative
survey in order to gauge interest in a new type of retail store that sells custom design cases
for electronic devices, an online store and their potential services. The chief reason for the
research was to ascertain what features were most important to customers when searching
for a protective case for an electronic device, and to see whether potential customers were
interested in Just-In-Case’s products and services.
Methodology
In order to accomplish the objectives stated above, Just-In-Case Marketing launched an
online quantitative research study among Internet users who had recently purchased an
electronic device within the past year, both male and female, between the ages of 18 to 35.
Respondents were invited to participate by clicking on a link through social media
(Facebook) and were also personally contacted via email. 129 participants completed the
survey through the link and 78 participants completed the survey through Facebook, making
207 participants total with a return ratio of 100%.
The questionnaire was designed by Just-In-Case Marketing in collaboration with and
approved by Just-In-Case personnel. Just-In-Case Marketing was responsible for the entire
process involving the questionnaire, including its programming, testing and implementation.
The survey was launched on November 15, 2013 and closed on November 21, 2013. On
average, respondents spent 8 minutes and 23 seconds completing the survey. For reference, a
copy of the ﬁnal questionnaire appears in the appendix.

Executive Summary
! Overall, the Just-In-Case concept was well-received. Respondents reacted positively to
the customization, personalization and multiple choice features of the concept. However,
respondents questioned specifics such as price, durability of material and whether the 3-D
option would be too bulky. Conversely, photo booth, in-store design classes and in-store
party ideas received high ratings in both the top box and mean scores. While respondents
enjoy having autonomy over the end-result of their product (i.e. customization) and the
services Just-In-Case offers (i.e. in-store design classes), they voiced concern over secondary
features. These concerns do not reflect dissatisfaction with the concept, but rather concern
with secondary features, such as pricing.
! In terms of overall concept appeal, female respondents gave higher ratings than male
respondents in both top box, top-2 box and mean. Second, Asian participants responded
positively at a highly significant level than their non-Asian counterparts. Third, respondents
indicated they were most likely to purchase a protective case for smartphones.
Detailed Findings in Brief:
• Overall, female respondents gave a higher rating for concept appeal with a mean
score of 7.4.16% of females found the concept extremely appealing. Non-Asian
respondents gave a higher rating for concept appeal than Asians with a mean score of
7.6. 22% of non-Asians found the concept extremely appealing.
• By far, respondents indicated that they would purchase a protective case for a
smartphone (85%),with tablet (37%) second and laptop (31%) third. Across gender,
female respondents (46%)would be more likely to purchase a protective case for their
tablet than males (28%).
• Older people (25+) showed higher interest in the photo booth service than younger
people. 18%of older people indicated they were extremely interested, compared with
7% of younger people.
• Asian respondents showed higher interest in the in-store class and in-store party
(37%) compared to non-Asian respondents.

Key Summary Stats Page
Level of Interest
In-store ClassIn-store Class In-store PartyIn-store Party
Level of Interest
Asian Non-Asian Asian Non-Asian
Top Box(’10’ Rating) 16% 7% 15% 12%
Top-2 Box(’10’ or ‘9’ Rating) 37% 33% 37% 20%
Mean Score 7.2 6.2 7.3 5.5
10-point scale: 10 = Extremely Interested; 1 = Not Interested At All
Red font denotes significant differences by ethnicity at the 95% confident level.
Blue font denotes significant differences by ethnicity at the 90% confident level.

Sample Characteristics/Proﬁle
Ethnicity Percent(%)
White or Caucasian 17%
Hispanic or Latino 5%
Native American 4%
Black or African American 4%
Asian or Paciﬁc Islander 65%
Other 2%
Prefer Not To Answer 2%
Gender Percent(%)
Men 47%
Women 53%
Age Percent(%)
Under 18 1%
18-24 39%
25-34 47%
35-44 7%
45-54 2%
55-64 1%
65 and Older 2%
Level of Education Percent(%)
High School or Less 1%
High School Graduate 3%
Some College 14%
College Graudate 46%
Postgraduate Student or Degree 33%
Prefer Not To Answer 2%
Household Percent(%)
Under $50,000 43%
$50,000 - $75,000 23%
$75,000 - $100,000 20%
$100,000 - $150,000 7%
$150,000 - $200,000 1%
Over $200,000 2%

Detailed Findings
A. Concept Appeal
Respondents were asked to rank their preferences for the Just-In-Case concept on a
ten-point-scale. Overall, the appeal rating remained moderately high among respondents
with a mean score of 7.1 on a ten-point scale.
0%
5%
10%
15%
20%
25%
3%
2%
1%
5%
11%
10%
15%
24%
18%
11%
TOP-2 BOX:
29%
MEAN SCORE: 7.1
Appeal Rating of Just-In-Case Concept
Base: 207 respondents
Q: Please indicate how appealing this idea of Just-In-Case is to you, personally.
1 2 3 5 6 7 8 9 10
EXTREMELY
APPEALING
NOT APPEALING
AT ALL
4

Viewed by gender, the rating tended to be significantly higher among female
respondents, with 16% of female respondents considering the concept extremely appealing,
while only 6% of males felt likewise, and the mean score of 7.4 on a ten-point scale.
Appeal of Concept Total
GenderGender
Appeal of Concept Total
Female Male
Top Box(’10’ Rating) 11% 16% 6%
Top-2 Box(’10’ or ‘9’ Rating) 29% 40% 19%
Mean Score 7.1 7.4 6.9
10-point scale: 10 = Extremely Appealing; 1 = Not Appealing At All
Red font denotes significant differences by gender at the 95% confident level.
Blue font denotes significant differences by gender at the 90% confident level.
Viewed by ethnicity, Non-Asian customers, considered the Just-In-Case concept more
appealing than Asians. 22% of non-Asians indicated that the concept was extremely
appealing, compared with only 5% of Asians.
Appeal of Concept
EthnicityEthnicity
Appeal of Concept
Asian Non-Asian
Top Box(’10’ Rating) 5% 22%
Top-2 Box(’10’ or ‘9’ Rating) 24% 41%
Mean Score 6.9 7.6
Red font denotes significant differences by Ethnicity at the 95% confident level.

When asked why respondents assigned this particular approval rating for the Just-In-
Case concept, responses fell into three categories: positive, so-so and negative. Overall,
respondents with positive comments favored the concept because of its “customization,”
“personalization,” and multiple “choice” features. Respondents with so-so comments stated
that while a “creative” concept, they questioned “durability” and “pricing” in relation to one
another, and also stated the service was “not necessary.” Finally, respondents with negative
comments stated that the prices were too “expensive;” that the idea was not “innovative;”
and that they preferred “simple” cases (as opposed to customized). Below is a sample of
verbatim comments for question 12.
Rationale for Assigning this Particular Approval Rating to the Just-In-Case
Concept
Postive:
It’s an interesting idea and I think there will be a sizeable market for this product/service.
I like that you can customize and personalize your case whichever way you like it.
It is an original idea. I would love to create my own case.
Quite interesting. D.I.Y stuff is now a hit for me so I rated it 8 out of 10.
It is interesting to have a unique case. One that only you own. Cool.
I usually purchase from vendors because their designs are unique, but this is another option to
designing creative cases.
I like the options that your service offers.
Design is really important to me. I don’t want to have a case that other people have too.
I like the options of being creative on my own, as well as being able to choose something that is
similar to my likes and tastes that is already made. Choices are always good to have. I also like that it
would be ready for me to pick up, without having to wait.
It seems to add a more unique way of expressing oneself and it can make someone feel good about
him or herself for having created it.

Mixed Feelings:
I like the idea of having a customized case, but do not want to design one myself.
It's not unique in terms of offering designs to the customer. Anyway, I like it because I can pick up my
customized case at your store without waiting.
I like the idea of having a customized case, but do not want to design one myself.
Price is right. Could mean case isn't as durable as it needs to be though.
Good concept. But I am personally not interested in cases.
I think it might be a good idea, but I saw the same idea before on a website.
It's surely interesting, but since I am not exactly sure of the price, I cannot decide the cost
performance.
It doesn't mention anything about durability, and I am ROUGH on phones. I have slippery fingers. I
need something that is as strong as an Otterbox. If I could design something like that with the strength
of an Otterbox it would be awesome! I love the option to design a laptop case.
I like it, but it’s not necessary.
I think customization is something people are looking for when it comes to something as personal as
an electronic case. You want it to say something about yourself. I just happen to be driven by
designers and brands and would be unlikely to customize unless one of those brands offered me the
option to customize with them.
Negatives:
Because I think the price will be expensive and I don't want to pay a lot for phone cases.
I buy cases just for protection.
Because it's not only about the design, what about the materials used? The first purpose of these cases
is to protect the phone, so the materials do matter before the design.
I prefer a plain case.
I don’t really care about the custom design. I just choose the one that looks awesome.
I like to choose from existing options, not create my own, and I like for the designs to be made by
artists.
There are many companies that are coming out with the same idea. So it depends on the difference in
retail price.
The idea seems complicated; it may take a while for the case to come even though it says you can pick
it up. I’m concerned can I use characters from movies and such since they’re copyrighted?
From my perspective, the case's look should be nice and simple. In most cases, simple cases are just
like being business casual: appealing but not too colorful.
Nothing particularly innovative.
Balance the price and the creativity.

When asked if they liked anything about the Just-In-Case concept, respondents cited
“customization,” “personalization,” and “self-design” as key factors. These three features
are recurring answers throughout question 13 and also throughout question 12, making them
the most salient factors for concept approval. To a lesser extent, respondents pointed to
speciﬁc demographics, including “young people” and “girls,” indicating whom they think
the concept would appeal to. Finally, one respondent thought people would promote the
service itself through WOM. Below is a sample of verbatim comments for question 13.
When asked if they disliked anything about the Just-In-Case concept, respondents cited
concerns about it being too “expensive;” “protection;” and the bulkiness of the “3-D” option.
The ﬁrst two features are recurring answers throughout question 14 and also throughout
question 12, making them the cause of most concern. To a lesser extent, respondents cited the
“name of the company;” the need for a good “graphics team,” to keep the product from
looking “cheap;” and fear of self-design as other negative features.
Finally, one respondent provided constructive feedback on how to improve the service,
suggesting “delivery” of cases as a possible option. Below is a sample of verbatim comments
for question 14.
Rationale for Likes and Dislikes for the Just-In-Case Concept
Like:
That you can design your own case but you can also ask a professional to do it.
Photo prints. I want to have a photo of my wife and daughter on my smart phone case.
The online feature.
The name of the company...clever! I like the support of in-house designers too.
I like that you can make it as personalized and unique as you want. It takes the concept of
personalizing phone cases to a new level because the consumer has much more say in the product.
Fun for young people.
It's ok because many people, especially girls, like these kinds of cases. It provides all the possibilities
for their imagination.
Continued

It gives us an easy way to customize cell phone cases. I like the convenience it gives me. However,
I'm not a good graphic designer and I'm kind of afraid of making my cellphone look ugly by designing
it myself.
DIY feature; customization.
I love the name and that I can design something 3-dimensional! The laptop option makes this super
appealing.
The prices are not too expensive.
The fact that you can design what you want yourself is engaging. It will lead people to promote the
service themselves through WOM since they would like their own work to be known to their friends
and relatives so I think from both a consumer interaction and marketing point of view it will be a great
experiment!
Dislike:
That maybe it will be expensive to have a customized case.
Material?
I worry about protection.
Wouldn't put pictures on my cases.
I kind of worry about the size of the 3-D print case after it’s done.
How to design by myself.
While the starting price is highly affordable, make sure that the product doesn't come off appearing
cheap. Especially when it comes to smartphones, people want quality. There are a ton of cheap, plastic
phone cases out there, which claim to provide protection, but yet, there are plenty of cracked phone
screens. The starting price seems a little too good to be true, and I would be curious to see additional
pricing.
Like I said, customization really needs a good graphics team. It might look cheap if it is not designed
properly. And I don't like cases simply because I don't want a precisely engineered product that looks
fat and complex.
The name of company.
The 3-D printing. I like the 3-D as a general concept but I don't think it'll be efficient here. If I can't
stuff my phone in my pocket because of a case, then I won't buy it.
Picking up at store. No delivery?

B. Past Behavior
Type of Stores Respondents Purchased Cases in Before
Respondents were asked about their past purchasing behavior for protective cases.
Within the last year, half of respondents purchased cases at a general online retailer (ex:
Amazon.com, ebay.com, etc.), which supports our theory for having an online store. 45% of
respondents bought cases at a cell phone carrier store (ex: AT&T, Verizon, etc.), and 37% of
respondents purchased cases in an electronics store (ex: Best Buy, Radio Shack, etc.).
Q: Please select all of the types of stores you've shopped for protective cases for
electronic devices in within the last year, if any. Please select ALL that apply.
Type of Stores Respondents Purchased Cases in Before
0% 10% 20% 30% 40% 50%
50%
45%
37%
23%
18%
12%
5%
2%
General online retailer
Cell phone carrier
Electronics store
Wholesale retailer
Street vendor/Kiosk
Carrier website
Other
No purchasing experience

Pricing for Cases
In terms of pricing, nearly half of respondents indicated that the lowest price paid for a
protective case was no more than $10, and more than one-third of respondents bought a case
between $11 and $30. About eight of ten of respondents purchased cases at a lower price
point: no more than $30.
44%
35%
14%
3%
1%
3%
Up to $10 $11-$30 $31-$50 $51-$70 $71-$90 Over $90
Q: What is the lowest price you have ever paid for a protective case for any electronic device?
Lowest Price Ever Paid for a Protective Case for any Electronic Device

A little more than a third of respondents purchased a protective case between $31 and
$50, which is the highest price paid for a case. Another third of respondents paid $11 to $30.
Finally, one-ﬁfth of respondents purchased a case more than $50, but less than $70. The most
common highest price that the respondents could accept for a protective case is from $30 to
$70.
7%
27%
31%
21%
4%
10%
Up to $10 $11-$30 $31-$50 $51-$70 $71-$90 Over $90
Q: What is the highest price you have ever paid for a protective case for any electronic
Highest Price Ever Paid For A Protective Case For Any Electronic Device

Reason for Purchasing Protective Case
Respondents had different ideas about primary reasons for purchasing cases. According
to the results, respondents cared mostly about protection (78%) more than design (69%).
However, the interesting thing is that around half of the respondents (51%) considered both
design and protection when they purchased the most recent case. Respondents provided
alternative reasons for purchasing cases as well. Below is a sample of responses:
• Slim
• Minimal size
• Inexpensive
• Light weight
• Linked to brand
• Quality, usage
• Brand, because it is made by Apple
• Decoration
• Was able to draw on it and create my own design
Protection
78%
28%18% 51%
Design
69%
Q: What were your main reasons for purchasing your most recent case? Please select ALL that apply.
Reason For Purchasing Cases
0%
20%
40%
60%
80%
100%
78%
69%
4%
Protection
Design
Other

C. Current Behavior
Type of Cases in Just-In-Case
When presented with the variety of types of cases offered by Just-In-Case, the majority
of respondents favored the concept of the custom design case. With an average rating of 8.0,
most respondents were mainly interested in the concept’s customizability.
Preference of Different
Design Types
Custom Design Graphic Design Photo Print 3-D Design
Top Box(’10’ Rating) 27% 10% 17% 19%
Top-2 Box(’10’ or ‘9’ Rating) 52% 31% 30% 31%
Mean Score 8.0 7.2 6.7 6.5
10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All10-point scale: 10 = Extremely Interested; 1 = Not Interested At All
Type of Electronic Devices Respondents Would Order Cases for
Respondents were also asked to choose cases for different electronics devices that they
were most likely to order from Just-In-Case. More than four-ﬁfths of respondents (85%)
indicated that cases for smart phone were the type they were most likely to order.
0% 25% 50% 75% 100%
85%
37%
31%
15%
5%
Smart Phone
Tablet
Laptop
Portable Music
None of the above
Cases Most Likely to Order from Just-In-Case
Q: Please select which of the following electronic devices you would be most likely to order
from Just-In-Case. Please select ALL that apply.

! Females are signiﬁcantly more likely than males to order cases for tablet, 46% versus
28%, respectively. However, there were no signiﬁcant differences in tendency to order smart
phone, laptop, or portable music device across gender.
Cases Most Likely to Order from Just-In-Case by Gender
0% 20% 40% 60% 80% 100%
85%
28%
28%
14%
5%
84%
46%
34%
16%
5%
Smart Phone
Tablet
Labtop
Portable Music Device
None of the above
Male Female
Q: Please select which of the following electronic devices you would be most likely to
order from Just-In-Case. Please select ALL that apply.
Features
The top three most desired aspects of a case were: protection, durability, and being
lightweight. The majority of respondents were interested in a case that offers protection as
its primary function.
Preference of
Different
Design Types
Protection
from
Damage
Durability
Light-
weight
Easy to
Clean
Waterproof Texture
Build-in
Stand
Top Box(’10’
Rating)
59% 42% 35% 24% 30% 18% 6%
Top-2
Box(’10’ or ‘9’
Rating)
73% 60% 53% 43% 40% 35% 15%
Mean Score 9.0 8.5 8.3 7.8 7.7 7.5 6.2
10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All10-point scale: 10 = Extremely Important; 1 = Not Important At All

D. Additional Service Appeal
Photo booth
Overall, the interest level in photo booth was substantially high among respondents
with the mean score of 6.9 and 14% of respondents were extremely interested in this type of
services.
TOP-2 BOX:
35%
1 2 3 5 6 7 8 9 10
EXTREMELY
INTERESTED
NOT INTERESTED
AT ALL
4
MEAN SCORE: 6.9
Interest Level in Just-In-Case Service: Photo Booth
Q: Please rate your level of interest in each of the following services for Just-In-Case
0%
5%
10%
15%
20%
25%
4%
2%
6%
3%
12% 12%
15%
10%
21%
14%

There were some significant differences by age in terms of interest level in Photo Booth
service. Respondents who were 25 years old or older are more significantly interested in it.
18% of ‘25+’ respondents indicated they were extremely interested in Photo Booth service in
comparison to only 7% of younger respondents.
The average interest level among the older age segment was particularly higher
compared to its younger counterpart with the mean score of 7.0 versus 6.5, respectively, on a
ten-point scale.
Interested Level in Photo Booth Total
AgeAge
Interested Level in Photo Booth Total
<=24 25+
Top Box(’10’ Rating) 14% 7% 18%
Top-2 Box(’10’ or ‘’9’ Rating) 35% 28% 40%
Mean Score 6.9 6.5 7.1
Red font denotes significant differences by age at the 95% confident level.
Blue font denotes significant differences by age at the 90% confident level.
Interest level in the photo booth service was also was markedly higher among the less
wealthy, compared to those whose household income was at least $50,000, with the mean
score of 7.2 versus 6.6, respectively, on the ten-point interest scale.
Interested Level in Photo Booth
Household IncomeHousehold Income
Interested Level in Photo Booth
<$50k $50k+
Top Box(’10’ Rating) 14% 12%
Top-2 Box(’10’ or ‘’9’ Rating) 41% 30%
Mean Score 7.2 6.6
Blue font denotes significant differences by household income at the 90% confident level.

In-store Class
In terms of in-store classes that teach people how to custom design cases, there were
twice as many Asian respondents than non-Asian respondents who showed interest. The
Asian respondents were significantly more interested than non-Asian respondents in in-store
classes. More than twice as many Asian respondents (16%) showed a higher interest in this
program compared to non-Asian respondents (7%). The average interest level rating among
Asian respondents was also significantly higher compared to non-Asian respondents, with
mean scores of 7.2 versus 6.2, respectively, on a ten-point scale.
Difference / Ethicity Total Asian Non-Asian
Base 207 134 69
10 13% 16% 7%
9 23% 22% 26%
8 13% 14% 12%
7 14% 16% 7%
6 11% 10% 12%
5 10% 10% 12%
4 4% 5% 3%
3 2% 2% 3%
2 4% 3% 6%
1 6% 3% 13%
Top-2 Box 36% 37% 33%
Top-3 Box 49% 52% 45%
Mean 6.9 7.2 6.2
10-point scale: 10 = Extremely Interested; 1 = Not Intersted At All
Blue font denotes significant differences by Ethnicity at the 90% confident level.
Appeal Rating of In-store Class

In-store Party
The in-store design party service attracted more interest from Asian respondents
compared to non-Asian respondents. Nearly twice as many Asian respondents
demonstrated an interest (37%) in an in-store party than non-Asian respondents (20%).
More than 50% of Asian respondents were interested in this idea, while only 33% of non-
Asian respondents demonstrated interest. The mean score was also signiﬁcantly high among
Asian respondents in comparison to non-Asian respondents, 7.3 versus 5.5, respectively.
Difference / Ethicity Total Asian Non-Asian
Base 207 134 69
10 14% 15% 12%
9 17% 22% 9%
8 14% 14% 13%
7 12% 14% 7%
6 14% 14% 13%
5 11% 11% 10%
4 5% 2% 10%
3 4% 4% 3%
2 1% 1% -
1 10% 3% 23%
Top-2 Box 31% 37% 20%
Top-3 Box 44% 52% 33%
Mean 6.6 7.3 5.5
Appeal Rating of In-store Party

Appendix
Concept

Just-In-Case Quantitative Report

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