Growth opportunities in videography
Challenge
The Interchangeable Lens Camera (ILC) lens market had been declining in volume since 2012, but had increased in value. Constant camera body updates and usage patterns made it hard to understand why. Early analysis identified that an increasing number of photographers were using their ILCs to create video. This rapidly growing use case was an opportunity to investigate more deeply.
Our task was to understand:
- The prevalence of videography amongst ILC users
- The users’ profiles, and how they could be segmented
- Their needs and usage (including specific product attributes)
- Videography vs high-end cinematography needs
- If the existing portfolio could meet category needs, or new features/products were required
Approach
We began by conducting stakeholder interviews and qualitative research with a broad range of videographers to understand the market drivers and user needs. This enabled us to break the category into different types of videography, and establish the key dimensions within each.
We then built product and user-based segmentation models to aid portfolio mapping and positioning development.
Using these maps, we were able to generate an actionable range of short, mid and long-term opportunities to meet the product and service portfolio gaps we had identified.
Impact
- Helped our client understand a complex and rapidly evolving category
- Mapped user attitudes and behaviours, plus product attributes to show opportunities within each
- Provided concrete product and service concepts to address the opportunities