Client
Leading Camera Manufacturer
Issue
Client needed to optimize its line of highend digital cameras prior to introduction.
Approach
Murphy Research conducted online interviews with a wide variety of photographers. The range of consumers
interviewed included consumers looking to buy their first DSLR, all the way to professional photographers with multiple top-of-the-line DSLRs. Consumers were segmented on a variety of factors to help the brand team understand what product mix would provide the greatest market coverage.
Impact
The segmentation allowed the brand team to understand which consumers to target and what the optimal product mix should be.
