Samsung vs Apple: Timothy Benner’s Deposition

Image Credit: Forbes

This is an interesting deposition on the importance of the physical appearances of smartphones to consumers. Timothy Benner is a Senior Manager, Consumer Insights and Analytics at Samsung. He posits that in surveys undertaken by Samsung consumers were more interested price and operating system instead of appearances.

Highlights from the deposition:

• You mentioned that you could think of a survey in which physical appearance was of lesser importance. Please tell me about that? – The specifics that I’m thinking of is within particular groups where looking at purchase decision elements, the ranking or the rating of physical appearance is of less importance to factors such as price, such as operating system, such as of a plethora of other things.

• What they were looking at — they were not looking at the display at this point. They’re relying on the recall of the advertisement and saying they thought that the advertisement in question was either an Apple iPad or iPhone advertisement.

Timothy Benner Deposition 1

Timothy Benner Deposition 2