Assessment of Smartphone Preferences Using the Q-Method

Abstract

When purchasing a new smartphone, one must consider several factors. The study examines this topic using a 62-item sample and the Q-sort method. The results revealed three opinion patterns: brand-loyal performance-oriented consumers (the dominant opinion pattern), thoughtful and conscious consumers, and digital Picassos. The analysis of personal preferences and the identification of the most highly valued features provide relevant information for product development, sales-related communication, and user satisfaction.