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LIST OF COMPANIES

1 14th Street Online system 21 LinkedIn


2 3M 22 Luscious Cosmetics

Christian Dior (TAG Heuer, Fred, Chaumet


Microsoft for Windows 8 and Surface
3 and Zenith brands) 23
Tablet

4 Apple 24 Motorola
5 Cannon 25 Nestle (new packaging)
6 Adidas 26 Nike
7 Daraz.pk 27 Nintendo
8 Deal Today deal system 28 P&G for Olay Products
9 Drop Box 29 Pepsi Co

Kraft Foods (Oreo, Nabisco and LU


Estee Lauder (cosmetics n perfumes) Estee
biscuits; Milk and Cadbury chocolates;
Lauder, Aramis, Clinique, Origins, M.A.C,
Trident gum; Jacobs and Maxwell House
10 Bobbi Brown, La Mer Aveda, Tommy Hilfiger, 30
coffees; Philadelphia cream cheeses; Kraft
Donna Karan, Michael Kors, Sean John and
cheeses, dinners and dressings, and Oscar
Coach.
Mayer meats)

11 Facebook 31 Samsung
12 Google 32 Shell

Sony for Play station and High resolution


13 Hewlet Packard 33
pictures

14 Hobnob 34 Star Bucks


15 Honda 35 Toshiba for Electronics
16 Kellogs (Pringles, cereals) 36 Toyota

17 Rozee.pk 37 Twitter

Clothing Fashion collections (Gulahmed/


L’Oreal Paris (Garnier, Softsheen-Carson and
18 38 Asim jofa/ Sania Maskatiya/ Sana Safina/
Maybelline)
Cambridge/ Leisure Club/Khaadi/ etc)

19 LG 39 Unilever for Ponds

20 Walls Ice creams 40 Disney


Interview Protocol

Name of the Interviewee: ___________________________________________________________________

Qualification: _________________________________ Gender: ☐Male ☐Female

Age Bracket: ☐< 30 ☐30 to 40 ☐40 to 50 ☐ Above 50

Qualification: ____________________________ Employer (If any): _________________________________

Date: _____________________ Day: ___________________________ Time: _________________________

Started At: ______________________ Finished At: _________________Total Length: _________________

Audio File: _______________________________________________________________________________

Name of the Interviewer: ___________________________________________________________________

The Interviewee has to select at least three companies from the given list of innovative companies and will then
write the names of the products that he/she has purchased or consumed in the last one year.

Company Product 1 Product 2 Product 3


Questions:

1. What word, phrase or sentence comes to your mind about each of these innovations?
Prompts:
 Satisfaction, beautiful, excellent, good product

Probes:
 What feelings do you associate with these products?

2. What is the source of information about these products?


Prompts:
 Through friends or family, advertising, social media, news channels or entertainment channels
Probes:
 (If it is a friend or family) did he/she recommended you this products?
 What were his opinion that persuaded you to consume as well?
 (If advertising) what channel was used and exactly how the message was delivered?
 (If social media) Was it a sponsored ad of something liked by the friend?
 What was shown in the post can you recall?

3. Do you have any experience of using these products before purchasing?


Prompt:
 I tried this product ………
 I have seen this product ………..

Probes:
 Have you seen someone using it?
 What were your main observations during the trial?

4. What were the considerations before purchasing?


Prompts:
 Price, quality, brand, features, specifications, variety, product reviews

Probes:
 Did you want to purchase because it was a need?
 You felt your old products are getting obsolete or losing their charm?
 Has anyone advised you for purchasing this product?

5. Do you like to experiment on to new products?


Prompts:
 New products work better due to advanced technology and competitive factors
 I can find out more suitable product for myself.

Probes:
 Are you adventurous?
 Do you like trying new things?
6. What were the reasons of purchasing them?

Prompts:
 Features, Design, Quality, Usability
 Value for money
 Need
 Social Pressure
 Self-satisfaction

Probes:
 Was there an association with the brands?
 What made you select them over the other brands?
 Do you think it was your need?
 What were the influences that shaped the leading up to the actual purchasing of these products?

7. What is the best thing about these products?


Prompts:
 It is very easy to use
 Efficiency
 Portability

Probes:
 Do you think the features and functions are extremely innovative?
 Does the product fulfils your desires?

8. How much knowledge do you have about these product’s features and functions?
Prompt:
 I have played a lot with my iPhone to learn its features and search the internet for latest apps,
downloaded them….it is thrilling for me to unfold the beauty of technology.

Probes:
 Have you ever read the information written on the box or manuals or FAQs?
 Do you search the internet about various ingredients to know more?
 How did you learn about the usage of this product?

9. Why do you desire these company’s products?

Prompt:
 The company’s rapport, brand name, performance, popularity etc.

Probe:
What need do they address?
How do they create a feeling of satisfaction inside you?
10. Can you describe in detail the usage experience of these products?

Prompts:
 when I bought the iPad I felt my life is easy now as I can download and read many books and articles
from various source, it was easy as I don’t have to carry huge books and too load to my office.
Probes:
 What are likes?
 What are dislikes?
 How do you feel while using them?
 Are you satisfied with the ownership of the product?

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