• Expand the usefulness of a global segmentation of photography attitudes and behaviors
   
• Forty-six in-depth, in-home ethnographic interviews and observations in the US, Korea, China, Japan, Germany, and France

• Put a human face on the segments by bringing them to life for HP with actual stories, video, and images

A clear picture of segments

Amid an exploding market for digital photography products, Point Forward worked with HP to expand the usefulness of a global quantitative segmentation study on photography attitudes and behaviors. The aim was to put a human face on the segments, to bring them to life with actual stories and images. Eight key segments were studied across six countries. The key research method was in-depth, in-home ethnographic interviews and observations in the US, Korea, China, Japan, Germany, and France. A total of 46 three-hour interviews were conducted. Each session was videotaped and more than 2,500 still photographs were collected during the study. For HP product planners, this is providing a rich, visual database of consumers, their possessions, and their homes.