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Understanding a Changing Market: Using Customer Research to Know Who Your Customers Are and What They Want As the digital photography market in the US was exploding, ISG was selected by a major software developer to complete one of the largest, most in-depth surveys of digital photographers. The results of the research would be utilized to drive future product development and marketing efforts. Primary Objectives To develop an in-depth understanding of the digital photography market, ISG and the company worked with an online ePanel organization to recruit prospective participants. Each prospect was pre-qualified through a short web survey based upon various usage criteria and those who qualified, were mailed an in-depth 28-page survey comprised of approximately 80 open and closed-end questions. In addition to a series of demographic and psychographic questions, the survey included questions about an individual’s use of digital photography and addressed the areas of acquiring, organizing, storing, editing, creating, sharing and printing digital photos. Separate but similar surveys were developed for both personal and business users. The Result As a leader in developing software for business and consumer markets, this company relied on ISG's research team to identify key digital photography user segments, gather usage frequency data and to provide data which would increase their understanding of the various types of digital photographers and the role digital photography plays in their lives. An overview and analysis of the top-line results provided a baseline for the development of five "active" digital photography user segments or personas. The personas helped shape the image of each customer segment and were utilized by the company in the development of several key product and marketing initiatives. Following the initial segmentation research, annual benchmark surveys were conducted to insure ongoing knowledge of this quickly changing market. |
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