AirVR is a lightweight, easy-to-use virtual reality headset for non-interactive media such as films and TV. While it may be a brand new product, it is but one entry into a market of similar offerings, albeit for gaming. Because of this, we can glean some information about the target market from the direct research and expert analysis conducted by the tech media.
Market Research
A simple search of ‘vr headsets ranked’ brings up a plethora of information about market position: where competitors sit in the eyes of industry analysts, as well as their hardware’s intended audiences, capabilities, MSRPs, sales numbers, etc. Sites such as Lifewire, PC Magazine, and The Verge test equipment for review, discuss the applications, and provide this information for free. Combined with direct research (surveys) in regards to AirVR, an overall market picture begins to form.
It will be important to use this information correctly and in conjunction with other market segmentation strategies to determine the needs of target audiences. While some needs will be obvious, such as easy long-wear and compatibility with the greatest number of technologies, many companies also read user comments, and for a product such as this, they will likely prove useful.
From Wearable reader Kemal (regarding PlaystationVR):
PS4 VR Pros & Cons:
Pros –
* Worth buying as an introduction into VR and playable on a console makes it a great option to PC related VR headsets.
* Still heavy on price but much cheaper then PC alternatives.
* Comfortable to wear and easy to adjust.
* Very good for VR video experiences.
* Great interactive game play.
* You can also use the controllers to play most games, however, will need motion sticks for other games.
* Oh and VR playrooms is fantastic and fun for the family.
Cons –
* Would be better if it was wireless as you are constantly aware of the wire and treading on it.
* Lens steams up if you have not got a constant supply of fresh air coming in. This also leads to sweating a lot.
* Motion sickness on fast moving games which is annoying as can also cause lasting headaches.
* Rendering can be better but saying that its still worth buying.
* Game play experiences are better definition then Video experiences.
* Games are too short.
Overall definitely worth buying in a bundle with camera, headset and game at current market prices. Its an introduction to VR and a very good one at that. The future is bright and I can see many innovations and experiences on their way for this great bit of kit.
This is a very complete pro/con list from a gaming-oriented VR user. It would behoove AirVR to attempt to develop psychographic profiles from enthusiastic device owners to extrapolate the psychographic profiles of current VR users in order to identify and target early-adopters. This user base will be instrumental in development, testing, and deployment to an eventual mass audience.
Social Media Market Targeting
So what do we do after we determine the identifying preferences of our base? We find them!
There are many sites one can use for targeted advertising, but in the earliest stages, the flexibility of social media allows us the most conversational opportunities with customers. Facebook’s advertising tools allow one to target users based on nearly every aspect of a market profile, from age to income, to preferences in behaviors and activities. (Facebook)
Ads are then delivered to potential early-adopters, all of whom can be reached either directly or indirectly in what amounts to the initiation of a multi-way conversation among sales, development, and customers. And not only does this bring the marketing cycle full-circle in terms of identification, conversation, and retention, it puts AirVR in the best position to do it all again when new products are released. Essentially the second segmentation technique converts the first, an active activity, into a more passive one.
It’s almost like the perfect marketing strategy allows products to sell themselves!
Sources:
Lamkin, P. (2018, March 05). Best VR headsets 2018: HTC Vive, Oculus, PlayStation VR compared. Retrieved April 01, 2018, from https://www.wareable.com/vr/best-vr-headsets-2017
(n.d.). Facebook Business. Learn More About the People that Matter to Your Business with Facebook Audience Insights. Retrieved April 02, 2018, from https://www.wareable.com/vr/best-vr-headsets-2017