A mobile phone manufacturer conducted a study amongst its customers where, following the Zaltmann technique they asked respondents to select images to describe their thoughts when they imagined a mobile phone. The images reported by the customers have been enumerated in the table given below. Interpret them on the basis of Zaltman technique.

Review and Explain in detail their significance for a marketer.

Serial Number	Respondent	Respondent Profile	Image	Usage
1	R1	Male, 24 years, IT Professional	Rocket	Calls, Social media, MBA Entrance Preparation
2	R2	Female, 42 years, Homemaker	Magician	Calls, Social Media, Purchases, Internet Banking
3	R­3	Male, 75 years, Practising doctor	Walking Stick	Calls, Practo, Contacts with patients on Whatsapp, Internet Banking
4	R4	Female, 18 years, Engineering Student at BITS, Pilani campus	Wire	Calles, Social Media

Answer rating: 100% (QA)

1 The first respondent is a young IT professional who views his mobile phone as a tool that helps hi... View the full answer