Marketing Research of Mozilla Foundation -
April 7th, 2011
The Mozilla Foundation is a non-profit organization that exists to support and provide leadership for the open source Mozilla project. The organization sets the policies that govern development, operates key infrastructure and controls trademarks and other intellectual property. It owns two taxable for-profit subsidiaries: the Mozilla Corporation, which employs several Mozilla developers and coordinates releases of the Mozilla Firefox web browser, and Mozilla Messaging, Inc., which primarily develops the Mozilla Thunderbird email client. The Mozilla Foundation was founded by the Netscape-affiliated Mozilla Organization, and was officially launched on July 15, 2003. The organization is currently based in the Silicon Valley city of Mountain View, California, USA.
The Mozilla Foundation describes itself as "a non-profit organization that promotes openness, innovation and participation on the Internet.". The Mozilla Foundation is guided by the principles of the Mozilla Manifesto which is declared in several languages. Mozilla Europe, Mozilla Japan and Mozilla China are non-profit organizations whose mission is to help promote and deploy Mozilla products and projects. They are independent of, but affiliated with, the Mozilla Foundation.
Understanding Our Users
You can have a big impact on the Mozilla project by helping us understand your local market better. If you are interested in conducting analysis on your region, we would love to hear from you! The more we know about Mozilla users (and non-users), the better we can serve them. So we are really happy to get data about how people use the Web, how they learn about technology, and how this varies around the world. If it is appropriate, Mozilla might even be able to help with your project, either with marketing expertise or, if possible, with data. If you have an idea for a research project, please contact us contact us.
We have survey templates ready for you to work with, we can also help you figure out what's right for the research you would like to conduct. The Community Surveys team would love to hear from you - especially if you are interested in dreaming up questions, or translating and promoting surveys for your country: please get in touch.
We have run a few online surveys in the past, and highly recommend this method. Conducting surveys offline, with a clipboard or a telephone, can be easier to reach people in some cases, but it can make capturing and analyzing the answers a lot more challenging, so we don't really recommend it. It can also feel more intrusive to people.
Here are some thoughts about the kinds of things we are often thinking about at Mozilla. If you are aware of existing research or insights that address these, they are most welcome. You can also research these on your own. Keep in mind that any analysis you send will be most useful if there is some evidence to support the findings!
What percentage of the population is online, what is the penetration of broadband, where do most people use Internet from (home/work/cybercafés)? Who are the major Internet Service Providers in the area?
What is the market share of the different browsers? If it is significantly different from other regions, and if so, why would that be?
What are people using to gain access to the Internet? Are they using desktop PCs, laptops or mobile devices (or even games consoles?) ? How prominent is mobile access? For PC users, what operating systems and hardware platforms are people using? And what is the trend? Are more people using Linux?
What are the most popular websites? Which ones do people talk about? And what are the top online activities? Are there major websites that don't work with Firefox yet?
How do people get their news? Have traditional newspapers migrated to the web? How do people find out about technology news and new tech products?
To what extent do people care about the issues associated with Mozilla: open source, the open web, respect for the user? What messaging do you think would resonate the most in your region? (security, customisation, open source, other things?).
Do people know what open source is? Is there public and governmental support for it? Is there a vibrant community? What projects are popular?
Is there a localized version of Firefox and Thunderbird? If there is not, how can we get one started?
Do people know about Mozilla projects? About Firefox and Thunderbird? If they know about them, what image do they have of the project and the software?
Is there an active Mozilla community in the region? What are they doing? Is the effort coordinated or is the community fragmented?
Are there locally developed Add-ons? Are there any Add-ons with specific local relevance?