The iPod phenomenon: identifying a market leader's secrets through qualitative marketing research

Purpose – The aim of this paper is to explore the potential for learning from customers of a market leader through qualitative marketing research. Design/methodology/approach – The paper presents findings from a study that applies a combination of quantitative and qualitative research methods. An online variation of an existing qualitative research method is proposed. Findings – The results suggest that the proposed method can be transferred successfully to an online environment and combines the effectiveness of qualitative research with the efficiency of quantitative research. Research limitations/implications – A general problem with online research is that it excludes all individuals who are not online. Moreover, the results are limited by the nature of the sample, which only includes German‐speaking respondents. Finally, further research should investigate the differences in depth between responses of online‐ and offline‐conducted interviews. Practical implications – Offers a relatively inexpensive yet effective solution for product and brand managers to uncover the reasons that drive customers to a market‐leading competitor. Originality/value – Compared with many other approaches available to product and brand managers, this paper proposes a more realistic and practical method of understanding a market leader through the eyes of its customers.