CUSTOMER PERSONAS & BRAND PROPOSAL 1
Customer Personas & Brand Proposal:
Canon Smart Phone
Philip M. Eggman
COMSTRAT 564
Edward R. Murrow College of Communication,
Washington State University
October 25, 2015
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Executive Summary Demand has been in decline for compact digital cameras in all brands due to the rising popularity of smartphone cameras. Canon still has maintained it first place globally in sales of interchangeable lenses and advanced digital single lens reflex (DSLR). In fact, the shift of using smartphones over compact cameras has dragged Canon's compact sales down nearly 70 percent since the market's peak in 2008 - the year the Apple iPhone was released. Canon has tried various strategies to counter the slump in sales, including releasing new camera and released new camera and active pixel sensors in complementary metal–oxide–semiconductor (CMOS) sensor products in addition to improving customer service across the country; however, Canon lowered its earnings outlook for all of 2015, reporting a 16 percent fall in second-quarter net profit, as consumers continue to turn to their smartphones to take pictures (Reuters, 2015). This is the trend, where a smartphone like the Apple IPhone 6 may not nail the exact color, but it is close enough and good enough to create decent enough photographs to share on social media with friends and family. This is the focus of this customer personal and brand concept paper, to ask professionals, photo hobbyists and typical consumers what they want in a camera. Why not create a phone that can nail the color and the exposure in the same way as the more expensive point and shoot and have the capability to serve as a phone. If more and more people want something that will fit in their pocket yet take good enough pictures to share with family and friends on social media, why not challenge e people want something that will fit in their pocket yet take good enough pictures to share with family and friends on social media. Research Summary This focus is within three broad categories: professionals, hobbyists, and consumers.. A survey was created to identify the needs and wants of photographers in each category.
• The survey was sent out to 20 people, 10 which were identified within the professional category; five in the hobbyist category and five in the consumer category.
• The survey, created and distributed on SurveyMonkey.com, listed 10 questions asking about the needs and wants of professional communicators who use photography as part of their jobs.
• A second survey focusing on the needs and wants of photo hobbyists and regular consumers was sent via internal email to employees of the U.S. Department of Agriculture’s Rural Development Agency in Washington State. No survey was sent to random people.
• All survey respondents were known personally. What was not known was the degree to which people used photography in their daily lives
Research Results for Professional Communicators: Nine professional communicators responded to the survey; seven work in public relations for the Federal Government; one is a freelance photographer working in the Pacific Northwest; and one is a staff photographer working for a major university. All use DSLR cameras. The survey group’s preferred band was Canon (7) followed by Nikon (2). The dominate model used by the survey group was the Canon 6D followed by the Nikon D4. Over 62 percent of respondents stated that the equipment they use is their choice while 22 percent said it is the equipment provided by the company they work for.
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When asked if they had ever used a smartphone for their work, five respondents said no, with two saying all the time. IPhone and Samsung was the phone of choice equally (44.44%). One respondent does not use a smart phone, even as a phone. Three respondents attribute skill to the quality of their images, followed by lenses, and resolution. Feelings were mixed when asked whether or not smartphones would ever replace DSLRs. “I don't think they'll fully replace a DSLR - or the next iteration of a DSLR - for a pro,” one respondent said. “There will always be the professionals that like to freedom of doing it themselves, and want the creative license that a DSLR gives,” Research Results for Serious Hobbyist Photographers: A survey was sent out to five staffers at USDA Rural Development who routinely take their own photos and submit for routine progress reports. Of the three persona’s created for this exercise, this persona was the only one changed because the original assumptions did not match the persona, primarily because while all five consider photography to be a hobby, four of the five have earned money on the side for their images. Additionally:
• Two respondents use a DSLR camera; the other three used a point-and-shoot compact camera. Panasonic and Canon were the dominate brands. .
• Four of the five have sold their images in the past or routinely compete in photo competitions. • Four of the five hobbyists use a smartphone on occasion to capture their images and post on
social media. Of those who used a smartphone, convenience was listed as the number one reason why they might use a smartphone over a point-and-shoot camera.
Research Results for Typical Consumer Photographers: Four people responded to the survey that was sent out to USDA Rural Development employees without any preconceived ideas whether or not they used photography in any capacity, but with the assumption, that if they did, they would fit within this persona.
• No respondent had any prior training in photography, including courses in school. Only one of the four used a point and shoot camera and only when they remembered to bring it.
• All considered the convenience of a smartphone to be the primary reason why they use it, in addition to its ability to connect via Wi-Fi to social media.
• No respondent had a desire to be a photographer someday. • There only concern was that their phone camera took decent enough pictures to post when
they wanted.
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Provisional Customer Personas Three brand personas were created for this brand proposal: Professional, Hobbyist; and Consumer. Professional signifies an individual who works within the communication field, but can also include an individual whose sole source of income has been and continues to be photography. For the sake of this assignment, that individual would be a freelance photographer who works on assignment for a variety of news organizations in the greater Puget Sound region.
• Communications Professional: Public Affairs Specialist (State/Federal/Education) who use photography as component of a larger communication mission;
o Demographics She is between the ages of 25 and 35, married,
with at least one child. She has completed an undergraduate or graduate
degree in communications at a major university. She has prior experience in public affairs,
journalism, or photography. She earns an annual income between $75,000 and $95,000.
o Need/Goal/Motivations: She wants to earn a master’s degree in communications so she is eligible to
become a regional public relations manager and wants to start using video as a way to communicate her agencies goals and services.
For fun, she likes gardening and going out to dinner with other couples. o Challenges & Frustrations
Her major challenges on the job are working with management who have archaic ideas on marketing and outreach (pre-digital).
Some of her agency’s equipment and software needs to be updated and she is dealing with some gender stereotypes from older male managers.
Her most common objections are that she wants to use learn how to produce even better images but her editing skills need improvement.
Her biggest fears are that she will not advance up the corporate ladder and the impact of a future economic recession.
o Imagined Solutions She uses a professional digital single-lens reflex camera with decent supporting
equipment. . She believes that updating her equipment will help her achieve her goals on the
job.
• Serious Hobbyist Photographer: Loan Officer at a bank during
the week but takes nature and landscape photography for the love of it and works part time for a real estate company taking photos of properties for sale to be placed on the company’s website.
o Demographics: She is between the age of 35 and 55, married and
earns between $65,000 and $95,000 annually.
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She is a self-taught photographer, but she did take a photography class while he
was in college working on an economics degree at a local university. For fun she likes to make her own clothes.
o Need/Goal/Motivations: She fantasizes about being a fashion photographer. She has natural talent and a
good understanding of exposure and composition, enough to where her images are good enough to sell.
o Challenges & Frustrations: Her biggest fear is that she will be stuck being a loan officer for the rest of her
life. She would love to make a living as a fulltime photographer but knows her equipment and skill set are not good enough, yet.
o Imagined Solutions: She supplements hers professional equipment with a portable point and shoot
camera. She loves working with a DSLR camera but wishes that a smaller, more portable version would be created to suppliant her images. She is experimenting with using a smart phone, but the quality is still not good enough for what she wants to accomplish (even though it is).. Her goal is to start her own business someday and improves her skill by watching YouTube how-to videos.
• Typical Consumer: Young mother who uses her smart phone to
take pictures of her family and post them on a social media site. o Demographics
She is a young mother between the ages of 25 and 35, who works part time as a cashier at a local retail department store. Her husband is junior enlisted active duty military stationed at a base in within the Continental United States (Conus). The family’s annual combined income is less $60,000.
o Need/Goal/Motivations She loves to take pictures with her smartphone of family functions and posts
them on Facebook. She uses an application on her phone that adds effects to her pictures. For fun she loves to make her own clothing and take pictures of her son and their pet Pug. Their priority is to raise their son and save enough to buy their own home in the future and put their kids through college.
o Challenges and Frustrations They live in an apartment on the local economy, but they are currently waiting
for a duplex to open up on the base. They have one small child in daycare. Her supplemental income covers the cost of daycare and provides a little left over for savings.
o Imagined Solutions She has never taken a photography class or owned a camera nor does she feel
the need to buy one in the future. Her phone is perfect because it is portable, a third of the cost of a regular camera and takes great pictures.
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Brand Concept & Brand Platform
Respondents from the survey noted convenience and cost to be the two number one reasons why they are using a smartphone over point-and-shoot compact cameras. In fact, the quality of smartphone cameras has continued to improve since their advent in 2008. With their high-quality sensors, powerful shooting modes and multitude of camera settings, smartphones have really shown they can meet the quality of the best point and shoot cameras. Some smartphone cameras are good enough to meet and even exceed the quality of some mirrorless cameras and DSLRs a run for their money. Can camera makers get into the cell phone market? People will spend top dollar on a smartphone and get locked into a contract every 24 months much in the same way a serious photographer would continually upgrade his or her equipment to get the right image. Canon could release a smartphone with better photographic specifications than the best smartphones that are similar in price but have better photo quality and control, a product that would easily appeal to both professionals and serious hobbyist photographers. Canon has established itself over the years as one of the best known brands for photography in the world. Canon is the world’s 73rd most valuable brand in 2015 (Forbes). As a corporation, Canon practices the Japanese philosophy of “Kyosei”, which means “"All people, regardless of race, religion or culture, harmoniously living and working together into the future. Working together for the common good is a principle that is embraced by all Canon employees”(Canon Story, 2014). Canon’s Brand Promise is to help people realize the Power of Image. Canon opens up a fascinating world of stories and experiences to discover and share.
Brand Personality (Dynamic, Human, Inviting) • Inviting: We're intriguing, inviting people to discover the boundless world of stories and experiences. We are open and accessible, encouraging anyone to join in and take part. • Human (sincerity, sophistication): Our technology may be highly advanced but we want it to feel utterly simple and intuitive to use. Being human means we’re genuine and natural, not contrived, intimidating or cold. And because we’re young at heart, we focus o the stories and experiences that bring out the inner child in all of us. • Dynamic (excitement, ruggedness, sophistication): Like the everyday explorer, we have a curious, active spirit. We want our customers to be free and playful, discovering and sharing experiences in whichever way they want. The opportunities we create for people to capture through photography, share through technology and reproduce through printing are boundless. Brand Platform: Come and Sea • Ambition (competence): Canon should play a part in every single image in the future • Vision: (Point of Differentiation) Enriching lives and businesses through imaging experiences. Canon imaging systems are known for their reliability, innovation and quality.
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Appendix A: Survey Results for Professional Photographers
Respondent 01 - Montana Collector: Email Invitation 1 (Email) Started: Tuesday, October 13, 2015 11:07:30 AM Time Spent: 00:05:05 IP Address: 150.120.8.193 Q1: As a professional photographer, how do you use photography as your livelihood? I work in communications - I use my own images in marketing and outreach (PR, advertising, Government) Q2: What kind of equipment do you use for our work? I use a DSLR Q3: What brand and model do you use? -Canon 6D Q4: As a professional, have you ever used a smart phone for your work? For phone calls, yes - not for photos Q5: Why do you use this particular brand and model? It is my choice Q6: What brand and model of smart phone do you use? Samsung Q7: What is the most important factor in the camera you use to do your work? It’s all about the glass Q8: Do you think smart phones will ever replace DSLR cameras? Ever? Hard to say. Not in the near term. Phones just don't have the image capture capability of a full frame CMOS, and won't for the foreseeable future. Q9: Have you ever used a mirrorless camera? Yes Q10: Where did you learn photography and how long have you been shooting as a pro? Originally, I learned from my parents. I took a few classes in school but am largely self-taught. I've been shooting as a part of my job for about eight years. Respondent 02 - Oregon Collector: Email Invitation 1 (Email) Started: Tuesday, October 13, 2015 11:09:42 AM Time Spent: 00:02:58 IP Address: 199.156.164.143 Q1: As a professional photographer, how do you use photography as your livelihood?. I work in communications - I use my own images in marketing and outreach (PR, advertising, Government) Q2: What kind of equipment do you use for our work? I use a DSLR Q3: What brand and model do you use? Cannon Mark III Q4: As a professional, have you ever used a smart phone for your work? No, never Q5: Why do you use this particular brand and model? It is my choice Q6: What brand and model of smart phone do you use? I Phone Q7: What is the most important factor in the camera you use to do your work? It's all about resolution Q8: Do you think smart phones will ever replace DSLR cameras? No, I think DSLR cameras will continue to produce higher quality photos that are more useful for professional printing and enlargement. Q9: Have you ever used a mirrorless camera? No Q10: Where did you learn photography and how long have you been shooting as a pro? I am self-taught. I have been shooting for work for 4 years. Respondent 03: California Collector: Email Invitation 1 (Email) Started: Tuesday, October 13, 2015 11:42:50 AM Time Spent: 00:11:00 IP Address: 150.120.40.183 Q1: As a professional photographer, how do you use photography as your livelihood? I work in communications - I use my own images in marketing and outreach (PR, advertising, Government) Q2: What kind of equipment do you use for our work? I use a DSLR
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Q3: What brand and model do you use? Canon 6D Q4: As a professional, have you ever used a smart phone for your work? No, never Q5: Why do you use this particular brand and model? It is my choice Q6: What brand and model of smart phone do you use? Samsung Q7: What is the most important factor in the camera you use to do your work? I'm not sure - I guess brand. I like canon, it's what I'm familiar with so that would be the most important factor. Beyond that, maybe glass as a #2. I like a good lens. Q8: Do you think smart phones will ever replace DSLR cameras? I hate to say "never". I think that as technology develops and you have more options available in phone cameras more and more people will use their phones in place of a stand-alone camera. So for the general user, maybe they will, I could see that. But I don't think they'll fully replace a DSLR - or the next iteration of a DSLR - for a pro. There will always be the professionals that like to freedom of doing it themselves, and want the creative license that a DSLR gives. Q9: Have you ever used a mirrorless camera? No Q10: Where did you learn photography and how long have you been shooting as a pro? You're assuming I've learned anything! All that I know I've learned from this job (through) the trainings and guidance of my colleagues. Also, I try to mimic images that I like I've still got so far to go, especially from a stand point of working with my camera, but my composition is getting a lot better. I've been on the job for 9 years. Respondent 004 – New Mexico Collector: Email Invitation 1 (Email) Started: Tuesday, October 13, 2015 12:04:11 PM Time Spent: 00:03:37 IP Address: 199.159.58.144 Q1: As a professional photographer, how do you use photography as your livelihood? I work in communications - I use my own images in marketing and outreach (PR, advertising, Government) Q2: What kind of equipment do you use for our work? I use a DSLR Q3: What brand and model do you use? Canon Rebel T3i Q4: As a professional, have you ever used a smart phone for your work? No, never Q5: Why do you use this particular brand and model? (Respondent skipped this question) Q6: What brand and model of smart phone do you use? I don't use one Q7: What is the most important factor in the camera you use to do your work? Doesn't matter - it is all about my skill Q8: Do you think smart phones will ever replace DSLR cameras? Probably someday, but I won't like when that day arrives. Q9: Have you ever used a mirrorless camera? No Q10: Where did you learn photography and how long have you been shooting as a pro? I started in 1971 with 16 mm movie film and 35mm film. I learned how to be a photographer at a TV station. Respondent 05: Utah Collector: Email Invitation 1 (Email) Started: Wednesday, October 14, 2015 7:06:26 AM Time Spent: 00:10:37 IP Address: 150.120.97.50 Q1: As a professional photographer, how do you use photography as your livelihood? I work in communications - I use my own images in marketing and outreach (PR, advertising, Government) Q2: What kind of equipment do you use for our work? I use a DSLR Q3: What brand and model do you use? Canon 6D Q4: As a professional, have you ever used a smart phone for your work? Yes, all the time Q5: Why do you use this particular brand and model? It is my choice Q6: What brand and model of smart phone do you use? I Phone
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Q7: What is the most important factor in the camera you use to do your work? It's all about resolution Q8: Do you think smart phones will ever replace DSLR cameras? Ever is an interesting word. I don't believe they'll replace DSLR cameras in the next 20 years but it's possible that beyond these phones will become faster, stronger, and adaptable to serve as a DSLR. I believe technology will move rapidly in this area but I also believe that professional photographers trust their equipment and wouldn't rely on a smart phone to do the work. Q9: Have you ever used a mirrorless camera? No Q10: Where did you learn photography and how long have you been shooting as a pro? I took classes in college and learned on the job as well. Professionally I've been shooting for about 4 years. Respondent 05: Western Washington Collector: Email Invitation 1 (Email) Started: Wednesday, October 14, 2015 8:33:05 AM Time Spent: 00:04:17 IP Address: 24.113.44.117 Q1: As a professional photographer, how do you use photography as your livelihood? I am a freelance photojournalist working for news, wire services and publications in Washington State. Q2: What kind of equipment do you use for our work? I use a DSLR Q3: What brand and model do you use? Canon EOS 1D MKIV Q4: As a professional, have you ever used a smart phone for your work? Yes, all the time Q5: Why do you use this particular brand and model? It is my choice Q6: What brand and model of smart phone do you use? I Phone Q7: What is the most important factor in the camera you use to do your work? Doesn't matter - it is all about my skill Q8: Do you think smart phones will ever replace DSLR cameras? No, because they cannot use interchangeable lenses. Q9: Have you ever used a mirrorless camera? Yes Q10: Where did you learn photography and how long have you been shooting as a pro? My father was an Army photographer. I picked it up as a hobby which I eventually turn pro. I have been shooting for 43 years. Respondent 07 – Eastern Washington Collector: Email Invitation 2 (Email) Started: Thursday, October 15, 2015 9:15:25 AM Time Spent: 00:19:20 IP Address: 134.121.160.1 Q1: As a professional photographer, how do you use photography as your livelihood? Staff Photographer for a state university Q2: What kind of equipment do you use for our work? I use a DSLR Q3: What brand and model do you use? Nikon D4s Q4: As a professional, have you ever used a smart phone for your work? Yes, sometimes Q5: Why do you use this particular brand and model? What the company I work for uses Q6: What brand and model of smart phone do you use? Samsung Q7: What is the most important factor in the camera you use to do your work? Good glass is important, skill is more important. 25/75ish Q8: Do you think smart phones will ever replace DSLR cameras? It could happen, but not soon. Choice of optics, ergonomics, and pixel density are some of the obstacles I see right now. Q9: Have you ever used a mirrorless camera? Not professionally Q10: Where did you learn photography and how long have you been shooting as a pro? Mostly a mentorship with a former university photographer; 30 plus years
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Respondent 08 – Hawaii (Active Duty Military) Collector: Email Invitation 2 (Email) Started: Thursday, October 15, 2015 4:44:42 PM Time Spent: 00:03:18 IP Address: 72.199.81.182 Q1: As a professional photographer, how do you use photography as your livelihood? I work in communications - I use my own images in marketing and outreach (PR, advertising, Government). Q2: What kind of equipment do you use for our work? I use a DSLR Q3: What brand and model do you use? Nikon D4 Q4: As a professional, have you ever used a smart phone for your work? No, never Q5: Why do you use this particular brand and model? What the company I work for uses Q6: What brand and model of smart phone do you use? I Phone Q7: What is the most important factor in the camera you use to do your work? It's all about the glass Q8: Do you think smart phones will ever replace DSLR cameras? No, DSLR camera are advanced photographic tools, smartphones are phones. Q9: Have you ever used a mirrorless camera? Yes Q10: Where did you learn photography and how long have you been shooting as a pro? Initially on my own, then Defense Information School Respondent 9 - Colorado Collector: Email Invitation 1 (Email) Started: Monday, October 19, 2015 10:40:38 AM Time Spent: 00:02:15 IP Address: 199.154.250.147 Q1: As a professional photographer, how do you use photography as your livelihood? Select all that apply. -I work in communications - I use my own images in marketing and outreach (PR, advertising, Government) Q2: What kind of equipment do you use for our work? - I use a DSLR Q3: What brand and model do you use? Canon EOS 70D Q4: As a professional, have you ever used a smart phone for your work? Yes, sometimes Q5: Why do you use this particular brand and model? Other (please specify) suggested for me by counterparts in other states Q6: What brand and model of smart phone do you use? Samsung Q7: What is the most important factor in the camera you use to do your work? Doesn't matter - it is all about my skill Q8: Do you think smart phones will ever replace DSLR cameras? I think with the upgrade to the cameras they could especially for those folks who are unsure of their skill level Q9: Have you ever used a mirrorless camera? No Q10: Where did you learn photography and how long have you been shooting as a pro? Training sessions provided by employer
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Appendix B Survey Results for Serious Hobbyists
Respondent #1 Employer: U.S. Government in Yakima, Wash. Occupation: GS12 Loan Specialist Age: 35 – 45 Years of age Gender/Marital Status: Female, Married Income: $70,192- $91,255 1. Do you use a DSLR for your photography? Yes. 2. Do you use a point and shoot for your photography? Yes, for work, the camera provided by the agency I work for provided point and shoot when I’m on agency time. If no agency camera is available (because we share) I have a personal little point and shoot Olympus that I use. 3. Do you use a smart phone for your photography? Yes; sometimes use my Moto G android 4. Why a smartphone? Why not a compact camera? If it is more convenient then I will use my phone. 5. What do you want most in a camera? Ease to carry and high resolution. 6. Is photography a hobby? Yes, primarily, but I want to work professionally in the field someday. 7. Do you use your photography primarily for social media? No. I do not post my photos on social media. 8. Have you ever sold your photos or shown publically, like in a contest? Yes, I have both shown and sold my images at various judged events within the United States. 9. Do you print your photos out a home or view them on line only? I have printed my personal photos at home and at commercial printers, 10. Do you see yourself buying a camera soon? Not soon. I don’t plan any personal camera upgrades; however, if I did, prefer NIKON. I want to work as a freelance photographer part-time. In fact, there is a position opening up at the local paper for a photographer and I think I will apply. . Respondent #2 Employer: U.S. Government in Olympia, Wash. Occupation: GS12 Loan Specialist Age: 55 – 65 years of age Gender/Marital Status: Female, Married Income: $74,896 - $97,370 1. Do you use a DSLR for your photography? Yes, 2. Do you use a point and shoot for your photography? Yes, a Nikon D3100 3. Do you use a smart phone for your photography? Sometimes, a Samsung Galaxy SIII 4. If you use a smart phone, why not a point and shoot? Phone always with me; camera is not 5. What do you want most in a camera? Fast shutter speed for action photos and clarity for stills 6. Is photography a hobby? Presently, yes 7. Do you use your photography primarily for social media? Building personal portfolio 8. Have you ever sold your photos our shown them in a contest outside of what we do at RD? yes, to offices and for friends to give as wedding gifts, and have donated as auction items 9. Do you print your photos out at home or view them on line only? Mostly view on home computer (have 32” monitor) 10. Do you see yourself buying a camera soon? If soon, what is the brand you like most? I would like another one; one that I’m sure does the really fast action photos like my old 3200 speed film used to.
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Respondent #3 Employer: U.S. Government in Mount Vernon, Wash. Occupation: GS11 Housing Specialist Age: 45 – 55 Gender/Marital Status: Female, Married Income: $62,486 - $81,233 1. Do you use a DSLR for your photography? No 2. Do you use a point and shoot for your photography? Yes, Panasonic, Lumix DMC SZ7 at work because it’s small and fits better in my bag I carry. I also use a Canon PowerShot SX50HS, with image stabilizer, 12.1 megapixels, 50X optical zoom. 3. Do you use a smart phone for your photography? No, I do not have one. If I did have one, I probably wouldn’t use it for taking photos, unless there was a unique opportunity for a photo and I didn’t have my camera with me. 4. If you use a smart phone, why? NA 5. What do you want most in a camera? Easy to use (not have to read the manual every time you want to change a setting), easy to carry around (small), one with image stabilization, one that you can zoom out pretty far and not have grainy photos. 6. Is photography a hobby? Definitely yes! 7. Do you use your photography primarily for social media? Yes 8. Have you ever sold your photos or have shown them in a contest? Yes. One of my photos was selected for the BECU calendar last year. I won blue ribbons at the Evergreen State Fair in Monroe this year. My hummingbird photo also received runner up in Best in Division. 9. Do you print your photos out a home or view them on line only? Mostly view online only, but I put my favorite ones in a photo album (I order prints from Costco). 10. Do you see yourself buying a camera soon? If soon, what is the brand you like most? I have been looking at reviews for the next newer Canon PowerShot, but the view finder is a separate attachment, which I don’t think I would like. Respondent #4 Employer: U.S. Government in Olympia, Wash. Occupation: GS12 Housing Specialist Age: 45 – 55 Gender/Marital Status: Female, Married Income: $74,896 - $97,370 1. Do you use a DSLR for your photography (if you don’t know what that is go on to the next question). This is my next big step! 2. Do you use a point and shoot for your photography? What brand and model – just pulled it out and hadn’t used it since last Christmas. I can see why I am disappointed with it. The evening family pictures are not good quality – dark, reddish, fuzzy. Maybe I am just selecting the wrong settings (scene). It’s a Panasonic Lumix 10x zoom. DMC-TZ5 3. Do you use a smart phone for your photography? What brand and model – Android DNA 4G LTE – 8 megapixels – 540 x 960 pixels
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4. If you use a smart phone, why? Why not a point and shoot? It seems better than my point and shoot (above). It’s always with me. At this point I am more of spontaneous photographer so use what is convenient. 5. What do you want most in a camera? ( you can say price, resolution, easy to use, easy to carry, stuff like that). I’ll pay the price….if it is easy to use (or easy to learn to use), I plan to take photography classes when I retire so that will help. 6. Is photography a hobby? yes 7. Do you use your photography primarily for social media? No, personal 8. Have you ever sold your photos our shown them in a contest outside of what we do at RD? no, almost did (enter a contest) though 9. Do you print your photos out a home or view them on line only? Not often, would like to do this more/eventually, and to canvas or frame for walls. I won’t purchase pictures – I always say “I could take a picture like that” 10. Do you see yourself buying a camera soon? If soon, what is the brand you like most? When I retire I want to expand on my photography hobby and purchase a real camera I will be looking t suggestions on something that is easy to use but takes really nice close up pictures – good zoom capabilities. That’s one thing the Android doesn’t do well. You know, like of flowers; I am a big flower lover but cannot shoot them to something frame-worthy. Respondent #5 Employer: U.S. Government in Spokane, Wash. Occupation: GS12 Loan Specialist Age: 45 – 55 Gender/Marital Status: Male, Single Income: $70,192- $91,255 1. Do you use a DSLR for your photography? No 2. Do you use a point and shoot for your photography? Yes, I use a Canon PowerShot SX510 HS 3. Do you use a smart phone for your photography? Yes, IPhone 5 4. If you use a smart phone, why? Why not a point and shoot? I use both. But the PowerShot takes much better photos that the smartphone. Both are always with me 5. What do you want most in a camera? Easy to carry and easy to use, high resolution, exposure options 6. Is photography a hobby? Yes, I am always taking photos, especially landscapes and scenery 7. Do you use your photography primarily for social media? No, I do not use social media at all. 8. Have you ever sold your photos our shown them in a contest? Yes, sometimes I sell photos, mostly of real estate. Some agents call me when there are new properties on their inventory. O 9. Do you print your photos out a home or view them on line only? Sometimes I do print but more often than not I go to Walmart. I also use digital picture frames for many of my photos. I only print the very best ones. 10. Do you see yourself buying a camera soon? Yes, I think I would like to buy a DSLR in the future. They are very expensive so I need to justify the expense. Maybe when I make more money shooting real estate I will consider applying that money towards a new camera system. Then I think I might try to shoot other things, like portraits for friends who cannot afford a professional photographer.
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Appendix C: Survey Results for Consumers
Respondent #1 Employer: U.S. Government in Olympia, Wash. Occupation: GS13 Manager Age: 45 – 55 Gender/Marital Status: Female, Married Income: $89,061 - $115,778 1. Do you use a DSLR for your photography? What is it? 2. Do you use a point and shoot for your photography? No 3. Do you use a smart phone for your photography? Yes, IPhone 5 4. If you use a smart phone, why? Why not a point and shoot? Convenience, it is always with me 5. What do you want most in a camera? Easy to carry and easy to use 6. Is photography a hobby? No 7. Do you use your photography primarily for social media? Yes 8. Have you ever sold your photos our shown them in a contest? NO 9. Do you print your photos out a home or view them on line only? Sometimes print, but not very often 10. Do you see yourself buying a camera soon? No Respondent #2 Employer: U.S. Government in Wenatchee, Wash. Occupation: GS12, Loan Specialist Age: 45 – 55 Gender/Marital Status: Male, Married Income: $70,192 - $91,255 1. Do you use a DSLR for your photography (if you don’t know what that is go on to the next question). 2. Do you use a point and shoot for your photography? What brand and model…at times, Panasonic Lumix and Olympus FE-310 3. Do you use a smart phone for your photography? What brand and model…yes, Apple IPhone 5 4. If you use a smart phone, why? Why not a point and shoot?...sometimes I forget the camera and the smart phone is more convenient. The smart phones sometimes have more mega pixels than the cameras. 5. What do you want most in a camera? ( you can say price, resolution, easy to use, easy to carry, stuff like that)….we have an office cannon but I don’t think it works. The images are always dark no matter the lighting and the flash doesn’t work I think. 6. Is photography a hobby?. Not officially but I like taking pictures, especially of cool sceneries. 7. Do you use your photography primarily for social media?...not necessarily, for personal timelines as well. 8. Have you ever sold your photos our shown them in a contest outside of what we do at RD?...no 9. Do you print your photos out a home or view them on line only?...online only 10. Do you see yourself buying a camera soon? If soon, what is the brand you like most?...probably not although I am getting an IPhone 6 soon. I think it has quite a high resolution.
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Respondent #3 Employer: U.S. Government in Olympia, Wash. Occupation: GS7, Loan Technician Age: 25 - 35 Gender/Marital Status: Female, Married Income: $42,222 - $54,884 1. Do you use a DSLR for your photography? I don’t know what that is? 2. Do you use a point and shoot for your photography? I used one once, but I do not own one. 3. Do you use a smart phone for your photography? Yes, Apple IPhone 6 4. If you use a smart phone, why not a point and shoot?.I don’t own a camera and the one on the phone is great. It shoots great photos and I only use them to take pictures of my family and friends. 5. What do you want most in a camera? I love the fact that I have a camera on my phone and it is small and easy to carry and I can instantly post them on my Facebook page. 6. Is photography a hobby?. No, I don’t know how to take pictures. The camera does it for me. 7. Do you use your photography primarily for social media?. Yes, very much so. 8. Have you ever sold your photos our shown them in a contest? No, but I did enter a photo in the agency contest once and I won 3rd place. I was very happy. 9. Do you print your photos out a home or view them on line only? No, but I should probably take them somewhere and get some prints so I can make a baby book. 10. Do you see yourself buying a camera soon? No, I am good with my phone. I don’t know how to take pictures like people I know. Respondent #4 Employer: U.S. Government in Olympia, Wash. Occupation: GS9, Admin Assistant Age: 55 - 65 Gender/Marital Status: Female, Married Income: $51,649 - $67,137 1. Do you use a DSLR for your photography? No 2. Do you use a point and shoot for your photography? No. 3. Do you use a smart phone for your photography? Yes, Samsung Galaxy S 5 4. If you use a smart phone, why not a point and shoot?. Phone has a camera that works fine. 16MP camera is great. 5. What do you want most in a camera? To work when I want it to work. 6. Is photography a hobby?. No 7. Do you use your photography primarily for social media?. Yes. I like posting pictures of my grandkids. 8. Have you ever sold your photos our shown them in a contest? No, My pictures are personal, not for sale. 9. Do you print your photos out a home or view them on line only? Sometimes for family 10. Do you see yourself buying a camera soon? No, I will just upgrade to a new smartphone when my contract needs renewing. I don’t know what half the specs for the camera means. But it works and that is all that matters.
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References
Canon Global (2015) Canon develops APS-H-size CMOS sensor with approximately 250 megapixels, the world's highest pixel count for its size; retrieved from http://www.canon.com/news/2015/sep07e.html Canon Global (2015) Canon developing next-generation imaging devices to expand the possibilities of visual expression; retrieved from http://www.canon.com/news/2015/sep08e2.html Canon (2015) Canon celebrates 12th straight year of No.1 share of global interchangeable-lens digital camera market. Retrieved from http://www.canon.com/news/2015/mar26e.html Canon (2015) Consolidated results for the second quarter and the first half ending June 29, 2015. Retrieved from http://www.canon.com/ir/results/2015/rslt2015q2e.pdf Andrew Reid (2014; Market for DSLRs shrinking dramatically and why Canon / Nikon are to blame; EOSHD; retrieved from http://www.eoshd.com/2014/09/market-dslrs-shrinking-dramatically-canon-nikon-blame/ Thomas Wilson (2015), Canon first quarter profit drops as compact camera demand collapses; Reuters; retrieved from http://www.reuters.com/article/2015/04/27/us-canon-results-idUSKBN0NI0WG20150427 Brittany Hillen (2015) Canon's Q4 earnings report shows camera sales are down; DPReview; Retrieved by http://www.dpreview.com/articles/5928296460/canon-q4-earnings-report-shows-camera-sales-are-down Ansuya Harjani (2014); Oh snap! Digital camera market in ‘free fall’; CNBC, published 5 Nov 2014; retrieved from http://www.cnbc.com/2014/11/05/oh-snap-digital-camera-market-in-free-fall.html Sam Byford (2015); Up close with Canon's impressive new cameras: The 50-megapixel EOS 5DS and diminutive DOS M3 make their debut; The Verge; retrieved from http://www.theverge.com/2015/2/6/7991243/canon-eos-5ds-m3-hands-on Flickr (2015) Most Popular Cameras Used on Flickr; retrieved from https://www.flickr.com/cameras/ http://thenextweb.com/apps/2015/01/10/canon-dslrs-and-iphone-5- • Jackie Dove (2015); Canon and Apple were the dominated-photo-posting-on-flickr-in-2014/ Jackie Dove (2015); Canon and Apple were the top Flickr cameras in 2014; TNW, retrieved from http://thenextweb.com/apps/2015/01/10/canon-dslrs-and-iphone-5-dominated-photo-posting-on-flickr-in-2014/ Ken Rockwell (2006) Photography is not a Profession; http://www.kenrockwell.com/tech/pro-not.htm Military Times (2015) Military Pay Charts; http://paycharts.militarytimes.com/
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Federal Times (2015) Federal Pay Charts; https://www.federalpay.org/gs/2015/washington#restofus Shanghai Daily (2015) Smart Phones Hurt Canon; http://www.shanghaidaily.com/business/it/Smartphones-hurt-Canon/shdaily.shtml
