Ontela Picdeck Case (B)\'s Quantitative Part. Looking

¶ … Ontela PicDeck Case (b)'s Quantitative part.

Looking at the questions for the survey, it seems that several of these are particularly pertaining to segmentation identification and evaluation. This seemed to be questions such as Q2-4, which define the profile of the consumer in terms of his or her preference for taking photos with the camera. As such, these questions would likely determine the primary interest of the individuals who take photos with the camera: is it quality or is it a quick and easy transfer to the computer?

Q7 to 9 are also important because they define the primary destination of the photos once they have been transferred, allowing Ontela to determine the main purpose of the transfer and tailor its services to potentially better address this. Finally, Q12 and 13 are also essential for segmentation identification and evaluation, showing how much price matters in the final decision of the consumer. At the end of the analysis of the survey, one should be able to determine that the profile of the consumer is a price-sensitive client who prefers to use the camera to take photos if he can edit and crop them (just one example of a profile resulted due to segmentation, because of the questions that have been emphasized).

Looking at the cluster analysis, this confirms our previous evaluation, with the following observations. We are looking at the questions where most of the respondents in the cluster gave answers as close to 5 as possible, strongly agreeing with the statement. This would tend to show that the respective individuals feel very strongly about a particular element, making that element important for the profile and segmentation. From that perspective, Q3 and 5 have very strong agreement in cluster 1, but Q11, for example, has moderate answers in most clusters, making that a less important variable (new adopters of technology).

With an analysis of the clusters in mind, it seems that the clusters can be described as following:

Cluster 1 -- Photo fans. These are the photo fans because it seems there particular interest is towards the quality of the photos, but also the capacity to edit/crop them, store them, manage them. They scored high agreement on most categories.

Cluster 2 -- the conservatives. They scored high disagreement on two important questions, pointing out that they are not very willing to replace their digital camera in any conditions.

Cluster 3 -- The price conscious.

Cluster 4 -- Middle of the road. Most of these answers were around 3, pointing to a not very representative cluster.

Cluster 5 -- new adopters. This cluster is always ready to adopt new technologies first and to pay a premium for it (the excepted monthly fee is always highest)

Cluster 6 -- the disconnected. This cluster has scored close to 1 or 2 in most questions, meaning that they disagree with the statement. They do not seem terribly interested to send photos to friends, to adopt new technologies etc. They would not really be a targeted group and are likely older individuals.

This analysis is confirmed by exhibit 4, with cluster 6 having a median age of 55. Cluster 3 is the price conscious because the median age is also the lowest here, with 22. It is also the cluster that doesn't pay its own bills.

The cluster analysis and the analysis of exhibit 4 point out that cluster 1, the photo fans, are the best segment to be targeted by Ontela for PicDeck. There are several reason for this, beyond the simple fact that these consumers are interested in photo taking. They are technologically savvy (great interest in tech magazines) and well connected (72% of them have a data plan), pay their own bills, and spent most time on the Internet.

The positioning statement should emphasize the main benefits of PicDeck, namely the fact that this is a comprehensive solution that enables quick and easy transfer, without having an impact on the quality of the photos. The message should focus on two primary elements: quickness of the transfer and the fact that the quality of the photos can be subsequently improved through further editing, cropping etc.