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Strategic positioning in wearable health technology: leveraging consumer centric analytical approaches for market leadership - conjoint analysis
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Resumo(s)
The wearable technology market, led by smartwatches, thrives with consumers’ rising demand
for health monitoring. However, current devices inadequately serve the growing elderly
population with distinct healthcare needs. Through literature review and mixed-methods
research - including interviews, perceptual mapping, and conjoint analysis - this study identifies
critical attributes for a smartwatch appealing to elderly users. Key findings suggest enhancing
usability, integrating advanced health features, ensuring data privacy, and fostering emotional
connections to bridge the generational gap. The proposed "Guardian Smartwatch" guides
brands, particularly Apple, in designing inclusive wearable technologies that enhance health,
independence, and intergenerational care.
Descrição
Palavras-chave
Smartwatch Consumer perception Generational accessibility Price sensitivity Brand personality Technological integration AI and predictive analytics Elderly usability Wearable technology