Posting and sharing photos is considered one of the most popular online activities. In Britain, Dutton et al., characterized this activity as the most frequent and engaging Internet activity. In the US, 62% of the adult Internet users stated that they post or share pictures on the Internet (PewResearch, 2013). Despite its relevance, no research has been done exploring the use of sharing photos to answer survey questions. Since most of the mobile devices nowadays have a camera, and most of the mobile users are used to upload photos to the Internet (Ibid), there is a clear opportunity to test the possibilities and limitations of answering questions by taking and sharing photos.
In this paper we describe the experiment we conducted using solely pictures, including key learnings from such a methodology, and its implications for future market research projects. We also discuss the need for market research to adapt to new real-life communications methods, such as augmenting pictures using social media apps.
We used Stockography to study the changes in Indian weddings in the last two decades. We juxtaposed available stock of past and present weddings and identified the deltas. The data were collected through respondents, professional wedding photographers and videos and photographs shared on social media and YouTube.
The following paper describes the findings from Nickelodeon UKs photo research, a project designed to elicit information for television creatives who rely on rich data on kids lives for inspiration and to keep them in touch with kids. The findings are based on the photos taken and photo journals completed by a sample of kids aged 7 - 8 and 11 -12 years. The use of cameras and photo journals was chosen to allow us to see the world through kids eyes and hear their motivations and thoughts in their language. The main theme apparent in the findings was an ongoing conflict that kids face: the dichotomy between the safe and protected worlds of childhood versus the freedom and responsibility of adulthood.
The following paper describes the findings from Nickelodeon UK's photo research, a project designed to elicit information for television creatives who rely on rich data on kids lives for inspiration and to keep them in touch with kids. The findings are based on the photos taken and photo journals completed by a sample of kids aged 7 - 8 and 11 -12 years. The use of cameras and photo journals was chosen to allow us to see the world through kids' eyes and hear their motivations and thoughts in their language. The main theme apparent in the findings was an ongoing conflict that kids face: the dichotomy between the safe and protected worlds of childhood versus the freedom and responsibility of adulthood.
A French leader in the retail distribution of upscale photographic equipment retained the MAC Group to help his organization in identifying and implementing a marketing strategy in photo-finishing. Although our client had a strong market share and image in photographic equipment, its position in the photo-finishing activity was not significant. The French market (4 billion Francs in sales and an annual growth rate of 6 to 7%) was dominated by high quality products and services. Average price today still exceeds 3 Francs per color picture while retail prices are below 1.5 Francs in Belgium, FRG and in the UK. Although the small independent photographers' market share was declining, they still represented 50% of the retail market with more than 3 outlets. Mini-lab boutiques with 1 hour service were developing rapidly due to the high price level. In 1989 mini-lab's market share exceeds 25%. There was no clear leader on the French market : Fnac, Carrefour, France Lolsir, Phox {a group of independent photographers) have market shares which do not exceed 4 to 5% while Boots, Dixon and other UK retailers have shares over 12 to 15%. The French market for photo-finishing presented opportunities but also threats for our client. Due to its important growth and high margin structure (40-45%), France was identified as the most attractive market by most international competitors. It was then important for our client to rapidly identify and implement a strategy which would position the company as a leader.
This paper illustrates problems which can face the traditional questionnaire approach to data collection, particularly where informants either do not know the answers or can unintentionally mislead, and where the interviewer, however well briefed, cannot discover the correct information. References are made to the smooth floor covering market in the UK, where these, and other problems, face the researcher using traditional methods. A different approach, using simple photography, is outlined and the dramatic effects on the data collected are demonstrated. The paper goes on both to generalise as to the potential role the camera can play as a data collection vehicle in market research and specifically suggests certain markets and problems which the camera seems uniquely able to tackle.