With the widespread use of smartphones, photography has become an integral part of daily life. Our client wanted to understand what drives amateur photographers to purchase high-end cameras and take professional-quality photos. They were also keen on learning from successful award-winning photographers.
Assembled for Insight: Affordable Creative Profile Recruitment
To gain insights into the amateur photography market, we assembled various participants from various backgrounds, including recent camera owners, amateur photographers who owned professional cameras from Canon, Nikon, and Sony, and a fair representation of professional award-winning photographers. We used a pre-task approach where participants were asked to submit photos representing the best of their professional cameras.
Immersive Research Approach: Insights from Amateur and Award-Winning Photographers
We used an immersive and interactive approach to gather insights from our participants. Our discussions covered topics such as the motivation behind purchasing a high-end camera, the technical aspects of photography, and the emotional connection that drives photographers to capture compelling images.
Learning from Award-Winning Photographers
In addition to learning from amateur photographers, we also invited successful award-winning photographers to share their stories and insights. These photographers shared their experiences on what drove them to take up photography as a profession and how they succeeded in their careers.
Efficient Research Process
Our comprehensive research process, including recruitment and fieldwork, was completed in just two weeks. This efficient timeline allowed us to quickly deliver valuable insights and actionable recommendations to our client for a successful product launch.
Insights and Recommendations for a Successful Product Launch
By co-creating innovative communication strategies with engaged and insightful amateur and award-winning photographers, we helped our client understand the needs and desires of this important target market. With insights and recommendations from our focus groups, our client was able to develop a photography product that caters to the needs of both amateur and professional photographers. Our research helped our client to identify the key features and benefits that would appeal to this market and to develop a marketing strategy that resonated with this group of consumers.
In conclusion, our approach to co-creating communication concepts with amateur and award-winning photographers provided our client with valuable insights into the motivations and desires of this important target market. Our immersive and interactive approach enabled us to better understand the technical and emotional aspects of photography and the factors that drive amateur photographers to purchase high-end cameras. With our insights and recommendations, our client was able to develop a successful photography product that met the needs of this growing and important consumer group.