| Question_Number | Question |
| Q1 | What is your primary occupation? |
| Q2 | What is your age? |
| Q3 | What is your gender? |
| Q4 | How much do you spend on new electronics
in a year? |
| Q5 | Where do you shop for electronics in general?
-Online retail websites (Amazon, Walmart etc) |
|
| -Specialty electronic websites (Frys.com,
onecall.com, buy.com) |
|
| -In store (Target, Wal-Mart, Costco, etc) |
|
| -Directly from company (Sony, Canon, HP,
Apple etc.) |
| Q6 | What is the average length of videos you shoot? |
| Q7 | Please indicate how much you agree with the
following statements - I prefer to have a high end digital camcorder |
|
| - I prefer to have a pocket digital camcorder |
|
| - I prefer to edit the videos before sharing them
with others |
|
| - I prefer to share photos and videos over email |
|
| - I prefer to share photos and videos to
sharing websites |
| Q9 | Where do you learn about new electronic products?
Check all that apply.-Websites |
|
| Check all that apply.-Magazines |
|
| Check all that apply.-Store visits |
|
| Check all that apply.-Word of mouth |
|
| Check all that apply.-TV/radio advertising |
| Q10 | Are you aware of the MP4 category of camcorders? |
| Q11 |
What/Who influences your purchase decisions regarding video cameras? - Referral from friend or family |
|
| - Price |
|
| - Brand |
|
| - Product look and feel |
|
| - External memory vs internal memory |
|
| - Zoom |
|
| - Resolution |
|
| - Store employees's recommendations |
| Q13 | How much time do you spend on social networking
websites in a week? |
| Q14 | Do you share videos via email or social
networking websites? |
| Q15 | How long does it take for you to currently transfer
videos from your camera to these websites? |
| Q16 | What is the highest level of education you
have completed? |
| Q17 | What is your marital status? |
| Q18 | What is your combined annual household income? |
Then, performed a 3, 4 and 5 cluster segmentation to determine potential target segment for such a product.
3-Cluster Results:
Segment 1: 11 people; spends more on electronics (~$750); take longer videos; agree that they prefer to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand not important; Spend a lot of time on social networking; Do not share videos on social networking; Take lot of time to transfer videos. NO
Segment 2: 21 people; spends very less on electronics (~$200); take very short videos; prefer not to edit videos; agree on email sharing; agree on website sharing; Price is very important; Brand reasonably important; Average time on social networking; share videos on social networking; Less time to transfer videos. MAYBE
Segment 3: 12 people; spends on electronics (~$500); take average length videos; agree that they prefer to edit videos; disagree on email sharing; most agree on website sharing; Price not very important; Brand very important; Spend less time on social networking; share videos on social networking; Take very less time to transfer videos. YES
4-Cluster Results:
Segment 1: 9 people; spends on electronics (~$500); take longer videos; agree that they prefer to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand not important; Spend a lot of time on social networking; Do not share videos on social networking; Take lot of time to transfer videos. NO
Segment 2: 15 people; spends less on electronics (~$200); take very short videos; prefer not to edit videos; agree on email sharing; agree on website sharing; Price very important; Brand reasonably important; Spend a lot of time on social networking; share videos on social networking; Less time to transfer videos.. YES
Segment 3: 8 people; spends on electronics (~$500+); take longer videos; agree that they prefer to edit videos; disagree on email sharing; strongly agree on website sharing; Price important; Brand important; Spend a lot of time on social networking; Share videos on social networking; Take average time to transfer videos.. MAYBE
Segment 4: 12 people; spends on electronics (~$300); take longer videos; prefer not to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand very important; Spend very less time on social networking; share videos on social networking; very less time to transfer videos.. NO
5-Cluster Results:
Segment 1: 5 people; spends less on electronics (~$200); take very short videos; agree that they prefer to edit videos; agree on email sharing; strongly disagree on website sharing; Price not important; Brand important; Spend very less time on social networking; Do not share videos on social networking; Take less time to transfer videos. NO
Segment 2: 4 people; spends lot on electronics (~$750); take long videos; agree that they prefer to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand not important; Spend a lot of time on social networking; average sharing of videos on social networking; Very long time to transfer videos.. NO
Segment 3: 10 people; spends on electronics ($300+); take long videos; agree that they prefer to edit videos; agree on email sharing; agree on website sharing; Price important; Brand not at all important; Spend a lot of time on social networking; average sharing of videos on social networking; Take less time to transfer videos.. NO
Segment 4: 14 people; spends less on electronics (~$200); very short videos; prefer not to edit videos; strongly agree on email sharing; agree on website sharing; Price very important; Brand important; Spend time on social networking; average sharing of videos on social networking; less time to transfer videos. YES
Segment 5: 11 people; spends on electronics (~$500); take longer videos; prefer to edit videos; strongly disagree on email sharing; agree on website sharing; Price important; Brand very important; Spend very less time on social networking; do not share videos on social networking; very less time to transfer videos. MAYBE
Result: Choose 4-cluster Segment 2
Who are they
Segment 2: 15 out of 44 respondents (34%)
40% student; 53% working professional
87% aged 21-30, 13% aged 31-40
73% male; 27% female
4-yr degree 67%
73% single; 27% married
Under $50,000 – 41%;
$50,000 - $100,000 – 40%;
$100,000+ - 20%
Purchase behavior -> Referral from friend or family; Product look and feel is important; Memory, zoom and resolution not as important; Value store employee recommendations
| 4-Cluster | | | |
| Segment 1 | Size: 9 | 9 out of 44 respondents (20%) 56% student; 44% working professional 78% aged 21-30, 22% aged 31-40 67% male; 33% female 4-yr degree 56% 56% single; 44% married Under $50,000 – 11%; $50,000 - $100,000 – 33%; $100,000+ - 55% | spends on electronics (~$500); take longer videos; agree that they prefer to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand not important; Spend a lot of time on social networking; Do not share videos on social networking; Take lot of time to transfer videos. NO Shop at Online retail (Amazon, Walmart etc.); Specialty electronic websites (Frys.com, onecall.com, buy.com); Shop directly at company websites; Desired Camcorder features -> high end; Fine with pocket as well; Learn about new electronic product from websites, word of mouth and store visits (not as much from magazines and TV ads) Relatively unaware of MP4 camcorders Purchase behavior -> Memory, zoom and resolution very important; |
| Segment 2 | Size: 15 | 15 out of 44 respondents (34%) 40% student; 53% working professional 87% aged 21-30, 13% aged 31-40 73% male; 27% female 4-yr degree 67% 73% single; 27% married Under $50,000 – 41%; $50,000 - $100,000 – 40%; $100,000+ - 20% | spends less on electronics (~$200); take very short videos; prefer not to edit videos; agree on email sharing; agree on website sharing; Price very important; Brand reasonably important; Spend a lot of time on social networking; share videos on social networking; Less time to transfer videos.. YES Shop at Online retail (Amazon, Walmart etc.); In store (Target, Walmart, Costco etc.); Shop directly at company websites; Desired Camcorder features -> Not high end; Prefer pocket; Learn about new electronic product from websites, word of mouth and store visits (not as much from magazines and TV ads) Relatively unaware of MP4 camcorders Purchase behavior -> Referral from friend or family; Product look and feel is important; Memory, zoom and resolution not as important; Value store employee recommendations |
| Segment 3 | Size: 8 | 8 out of 44 respondents (18%) 75% student; 25% working professional 87% aged 21-30, 13% aged 31-40 100% male; 0% female 4-yr degree 25% 63% single; 38% married Under $50,000 – 25%; $50,000 - $100,000 – 38%; $100,000+ - 38% | spends on electronics (~$500+); take longer videos; agree that they prefer to edit videos; disagree on email sharing; strongly agree on website sharing; Price important; Brand important; Spend a lot of time on social networking; Share videos on social networking; Take average time to transfer videos.. MAYBE Shop at Online retail (Amazon, Walmart etc.); Specialty electronic websites (Frys.com, onecall.com, buy.com); Shop directly at company websites; Desired Camcorder features -> high end or pocket; Learn about new electronic product from websites, word of mouth and magazines (not as much from store visits and TV ads) Relatively aware of MP4 camcorders Purchase behavior -> zoom and resolution are important; |
| Segment 4 | Size: 12 | 12 out of 44 respondents (27%) 58% student; 42% working professional 67% aged 21-30, 33% aged 31-40 75% male; 25% female 4-yr degree 58% 50% single; 50% married Under $50,000 – 17%; $50,000 - $100,000 – 32%; $100,000+ - 49% | spends on electronics (~$300); take longer videos; prefer not to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand very important; Spend very less time on social networking; share videos on social networking; very less time to transfer videos.. NO Shop at Online retail (Amazon, Walmart etc.); In store (Target, Walmart, Costco etc.); Desired Camcorder features -> high end; No pocket; Learn about new electronic product from websites, word of mouth and store visits (not as much from magazines and TV ads) Relatively unaware of MP4 camcorders Purchase behavior -> Product look and feel and Memory are important; Reasonably value store employee recommendations |
