Digital Camera Choice Analysis/Segmentation

Primary Research Objectives

Determine what tradeoffs consumers would make between various digital still camera features and understand the value consumers associate with them; uncover the area(s) the client should be targeting as opposed to maintaining place against the competition; and determine how these tradeoffs differ by different target markets and life stage groups.
 

Methodology Employed

Central location interviews with 600 household decision makers of digital still cameras in the US, UK, France and Germany.

Hurdles to Overcome

Collect enough data in one hour to address several research objectives using multiple questioning procedures and analytical techniques including both ACA and CVA (conjoint), multi-attribute trade-off analysis (MATA), brand valuation and market simulation modeling, with the ultimate goal of designing the optimal digital still camera for each of three market segments.

InfoTek’s Impact

Using the findings supplied by this study, the client designed its next generation of digital still cameras with the appropriate feature sets targeted to three primary consumer segments, and set prices for the optimal balance of profitability and market share.