Our multi-layered concept testing techniques are focused on identifying consumer relationships, sources of Emotional Connections, unmet needs, and product preferences. The best and most effective concept tests often come in the form of a hybrid methodology, employing both qualitative discussions and larger scale quantitative surveys. Ultimately, our solutions provide rich layers of actionable data to our clients that drive the results of their new products in the marketplace.
Background and Research Goals
The client, a manufacturer of DSLR camera lenses, sought to understand the reasons behind American consumers’ opinions on the aesthetic elements of mid-range and high-end DSLR camera lenses. The interest was specifically on the visual, tactile, and auditory aspects of the lenses rather than the photo quality they produced. Consumer attitudes towards lens appearance, feeling, and structure have been somewhat overlooked in previous research in this area, which has focused mainly on the functional aspects of lens quality.
23 respondents were selected based on three main criteria: 1) owning a high-end and mid-range Canon and Nikon digital cameras; 2) owning at least 3 DSLR camera lenses 3) taking photos with a DSLR camera at least five times per week. These respondents were invited to a Manhattan photo studio where they provided their in-depth opinions on 14 different DSLR camera lenses. The lenses, each from different manufacturers, were selected to represent different aesthetic styles and choices that designers make, e.g. the location of labels and controls on the lens, the ease or difficulty with which the focus and zoom rings can be turned, and the feeling of the material the lens is made of. Each respondent completed one hand-written survey per lens, which included both scale-ranking questions as well as open ended, qualitative questions. The results of these surveys were then analyze on both a quantitative and qualitative lever to uncover market trends.
Findings and takeaways
Analysis of these questionnaires yielded several key findings, including: