Kodak Brand Exploratory Report
This report is part 2 of the 3 part Kodak Brand Exploration series. If you have missed the first report please look at my previous blog. Based on this analysis one should gain experience in qualitative methodology by conducting an in-depth interview. Second, you will gain experience in working with the fieldnote/recorded data to write a descriptive report.
- Understand the nature of a comprehensive brand audit in terms of the brand exploratory component
- Gain experience in the qualitative research methodology of in-depth interviewing
- To learn how to use question probing to gain a detailed perspective of a consumer
- To begin to see links between qualitative data and marketing strategy
- To understand the early stages of the marketing research process in which a researcher must immerse him/herself in the client’s world to gain insight for problem definition.
Background
Brand Exploratory: Qualitative Research Requirements
In qualitative research, it is very important for a researcher to gain trust and general rapport with his/her respondent. In the interest of completing this assignment in a timely fashion, a suggested methodology is for you to enlist a friend or loved one (i.e., your spouse) with which you have this type of trust relationship to be your respondent.
Plan to interview the respondent using open-ended questions (see Major Areas for Questioning section below). The responses to one question may lead you to ask other related questions (not included here). Use the questions here as a starting point and expect to ask other questions (probing questions) yourself as the interview proceeds. Again, there is no strict format for this interview (as is often the case in qualitative research!). You may not ask all of these questions; don’t try to if it feels awkward or inappropriate. Try to ask some questions about each of the major topic areas.
Step 1: Talk to your respondent for 5-10 minutes in order to pre-screen him/her. The respondent should be an owner and/or user of a digital camera and be familiar with the technology at a minimal level.
Step 2: Conduct the interview at a later time (i.e., next day). You should plan to spend at least 1 hour talking to your respondent.
Introduction
As part of our Kodak brand audit report, we are performing a brand exploratory step to identify the reach of Kodak brand among customers. This is done by qualitatively measures by conducting an in-depth interview with a customer to understand his views and his perception of Kodak brand. This report will summarize the research experience, respondent details, interview environment and responses. Also it will take a giant leap and try to associate these findings with the Kodak marketing strategy decisions.
Note of caution
This report considers only 1 individual’s opinion; hence no major conclusions should be made using this report.
Respondent description
I interviewed a 32 year old Asian male who is married with no kids. He is working for an insurance firm as a software engineer. He owns a digital camera and a cell phone camera. He owns a color printer but prints all his photos from a professional printing shop.
Interview process
Interview was done in 2 steps.
Step 1: Requested the respondent on his opinion to participate in a 30 minute survey
Step 2: Completed the interview
Interview environment
Date:
Time:
Location: Office department lounge, Duration: 20 Minutes
Interview Techniques
Following are the techniques used in our interview.
- Association Techniques
Consumers see a stimulus and are asked to respond with the first thing that comes to their mind. E.g. Respond to this statement: “In the past, it was a double print world”
- Construction Techniques
This requires the respondents to construct a response in the form of a story, dialogue or description in a less structured form than a completion technique
E.g. Picture response technique: Respondents are asked to tell stories of the pictures shown (Kodak Picture with 3 Printers)
- Laddering Method
Laddering methods are a useful way to elicit the higher order benefits and values offered by the brand beyond immediate product, user or user related attributes.
- Zaltman Metaphor Elicitation Techniques
Perform a one-to-one interview as a guided conversation using story telling, construct elicitation, Identify the key themes or constructs, code the data, and assemble a consensus map involving the most important constructs
A look at the response
Most fascinating thing about this interview is, it is my first real interviewing of a person for research. Even though I was excited, I contained my excitement and followed the questions in a structured order. I took couple of minutes to break the ice and then explained the intention of this interview to the respondent. I started with the brand association questions, following are my findings from the respondent’s answers (See Exhibit A for the answer sheet)
- My respondent is a loyal Sony consumer
- “Never looked a camera as innovative”
- “Never needed lots of features in a camera”
- Considered Low end models of Sony with less mega pixel camera as Cheap
- “Never browsed for professional cameras”
- Considered SLR cameras are difficult to use
- Never mentioned any other brand except Sony and Pentax.
A look at the response – Major Areas of Questioning
- He has used 2 digital cameras (1 Pentax digital camera – 4 years old, 1 cell phone camera)
- “ I am an Amateur; I Point & Shoot with my Digital Camera” – This comment pretty much summed the nature of the respondent
- Another aspect I observed from the interview is that the respondent feels intimidated with too many features in a camera
- He doesn’t like having a camera on a cell phone in spite of owning a cell phone camera.
- He likes to print out pictures most often, but doesn’t use his own color printer as he feels that the professional printing shop does job than him.
- He shares his photos on Orkut – Networking website
- His wife maintains photo journals
For more details on the responses please see Exhibit B.
A look at the response – Kodak Printers
- Never heard of Kodak printers
- Would prefer a lower end model (149.99) as he doesn’t like complex features in a printer
- Happy with optimum resolution provided by a lower end model
- Price of printers doesn’t matter
- Low cost of print ink does attract him to consider this line of printer
Does the above response impact Kodak Marketing Strategy
One key observation is that the cost of print ink does attract him to buy the printer
Price of printers is not considered expensive for this respondent. With this preliminary data, it looks like Kodak might have a winning product in hand. Further conclusions will be made based on our future research.
Appendix
Brand Association Questions: (Exhibit A)
Next, I’m interested in the brands of digital cameras that you associate with various characteristics. For each characteristic, tell me which digital camera brand comes to mind. If no brand comes to mind for a characteristic, please tell me.
| Characteristic | Brand |
| Expensive | None |
| Clunky | None |
| Innovative | Never looked a camera as innovative |
| Good value for the money | Sony |
| Good for taking sports/action photos | Sony |
| Easy-to-use | Sony |
| Lots of features | Never needed lots of features in a camera |
| Cheap | Low end models of Sony Less mega pixel cameras |
| Good for taking family photos | Sony |
| Sleek | Sony new models |
| Basic | Sony |
| High tech | Sony |
| For professionals | Never looked at one |
| Difficult-to-use | Old SLR cameras |
| Other: | Sony is the best |
| Other: | |
Major Areas for Questioning: ( Exhibit B)
What brand of digital camera do you own and/or use?
Pentax digital camera / 2 Megapixel (Bought before 5 Years)
Topic 1: Memory Management
How do you take photographs?
I am an Amateur; I Point & Shoot with my Digital Camera
How are you using your digital camera?
I use it to take pictures in family gatherings
How do you manage the images captured on a digital camera? What happens after you take a picture?
I store it in my computer. I take selected pictures to the professionals (Ritz Camera) in a mall and get it printed.
Respond to this statement: “In the past, it was a double print world”
I am always a single copy guy
How has picture taking and picture using changed? For example, what happens after you take a picture with your digital camera?
It used to be “Camera in Control of picture output” now the “User is in Control of picture output”
Also digital cameras have reduced the waiting time from taking a photo, developing and viewing
What makes you print pictures?
To preserve memories
What prevents you from printing pictures?
I don’t like printing pictures which are not worth looking again.
Topic 2: Picture Utilization
How do you view pictures?
Albums, Computer slideshows
How do you share pictures?
Email, Orkut (Networking Website), Physical albums
How do you use images to keep track of memories?
My Wife creates storyboards and arranges pictures accordingly
Are you using pictures in the same way compared to 5 years ago? How?
Yes, hasn’t changed me a lot. Only difference is I can delete my unwanted pictures
Are you using pictures in different ways compared to 5 years ago? How?
No
How do you want to share stories via images?
I don’t, but my wife does
Do you view or share pictures online using Facebook or MySpace or other similar internet sites? If yes, how? Why? Yes, Orkut, Once in a while
If no, why not?
Topic 3: Cameras in Cell Phones
Do you use your cell phone to take pictures? No, But I own a cell-phone camera
If so, how often? Very rarely
What type of pictures do you take with a camera phone versus a digital camera? Not Applicable
On what occasions, usually?
If so, how is this picture taking similar to or different from that with your digital camera? Not Applicable
What happens after you take a picture with your cell phone? Not Applicable
Is your choice of cell phone influenced by the camera capability/features for the phone? No
Do you think there will ever be a time in which camera phones replace "traditional" digital cameras? Never
How much would current camera capability in mobile phones need to improve before the camera phone was the primary picture taking device? I am a 2 hand guy; I don’t prefer taking pictures in 1 hand
Topic 4: Photo Printing and Potential Acceptance of Inkjet Printer
When you do want prints of digital photographs, how do you get them? Do yo go to a photo processing center (retail store) or print your own? Photo Processing Center
If you print your own, what brand of inkjet color printer do you own? I don’t print my pictures, but I do own a color printer.
How often do you print your own photos? Never
What prevents you from printing images using your own color printer?
- Cost
- Time
- Ability to order from home and pick-up at retail locations (Wal-Mart, Walgreens)
I believe professionals do a much job than me.
Kodak’s newest product offering is an inkjet printer line “All-in-One Printers” that allow for high quality documents and photos at lower prices compared to the traditional inkjet technology.
- Kodak EasyShare All in One Printers ($149.99 - $299.99, three models)
- Print cartridges (B&W $9.99, Color $14.99)
If you were able to buy ink cartridges for less, would you print more of your digital photos yourself? Why or why not?
Following are the observation when the customer was showed a paper with different Kodak printers.
- Would prefer a lower end model (149.99) as he doesn’t like complex in a printer
- Happy with optimum resolution provided by a lower end model
- Price doesn’t matter
- Cost of print ink doest attract him to consider this line of printer
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