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¶ … 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...
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…
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