Quantitative research into Digital SLR camera usage

Challenge

The National Associated Retail Traders of Australia (NARTA) acquired Camera House as a member in 2019, which accounts for around 80% of the imaging market within Australia. Digital SLR cameras are one of the main products of the imaging category, and yet due to changing consumer trends sales have softened.

NARTA needed to gain deeper insights into the current usage and attitudes towards digital SLR cameras by engaging BrandMatters to research the following:

  • What are the current device ownership rates within cameras?
  • What behaviours/attitudes are prevalent amongst heavy/light and non-users?
  • What are the barriers to owning and using a digital SLR camera?
  • What improvements can we make to ensure future growth for the camera category as a whole?

Approach

Our response to NARTA’s challenge involved a tailored approach that included specialised research:

  • Desk research
  • Internal workshop
  • Quantitative consumer research
  • Insights distillation & report

Outcome

3 most effective target audiences identified as providing the biggest sales opportunity for the category as a whole.

2 compelling marketing messages in terms of communicating clear triggers to purchase/repurchase digital SLR cameras.

3 promotional activities identified to enhance user experience and re-engage new or lapsed users.

5 quick wins identified to grow sales in the short term.