Dominic Clark

Research Portfolio

Secondary ResearchYougovBased on research I found on Yougov.co.uk, the Nikon brand seems to be correlated with other brands from a wide variety of market. Some products that Nikon customers also buy include brands such as Apple, Google, British Airways, Land Rover, Aston Martin and Microsoft. This clearly shows that Nikon customers tend to be wealthy people who are invested in well-known brands which are of a professional standard. The age range of Nikon buyers consists of mainly younger adults to middle aged adults and their gender I mostly even but the majority consist of females. Some main interests include photography which makes sense as anyone buying a Nikon product is clearly interested in this topic, as well as collecting, bird watching (which can include taking pictures), chess, arts, crafts and decorating. These correlations suggest that Nikon customers are very creative people with a lot of hobbies related to expressing themselves through art.I will take these correlations into consideration when planning for my advertisement as these are the kind of people I will be aiming my product towards. I will be using certain types of music, editing styles, character traits and colour schemes that will relate to the interests of my target demographic.

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Strongest correlation

Weakest correlation

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Primary & audience researchSurveyWhen researching my audience, I sent out a survey based on my product to ten people. Below are the results received by everyone who took my survey, translated into pie charts.

Most of my target audience are female though the ratio of both gender is still fairly even.

The majority of responses from my survey were from 16-25 year olds. Most

respondents also said they like to watch movies at the cinema, meaning this would be a good place to show my advertisement. This could also affect the advert itself if I chose to make it more cinematic. They also said what sort of TV shows they watch, giving an idea of what programmes to show my advert alongside during commercial breaks.

Gender

Male Female

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How often you take picures

Several a day Sevearal a week Several a month RarelyI was surprised to find out most of the people who took my survey said they rarely take photos. However, this may have been the result of some middle age to elderly people not having access to or not wanting to use a camera as much as younger adults and teenagers.

Market Research

Above: https://en.wikipedia.org/wiki/Nikon

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Above: http://www.techradar.com/reviews/cameras-and-camcorders/cameras/digital-slrs-hybrids/nikon-d3200-1076574/review

For research purposes, I wanted to read some reviews of Nikons D3200 to see what exactly makes it a good DSLR camera before I start producing my advertisement. I read a review by Tech radar which is a trusted technology website based in the US that reviews hundreds of products every year. I have also based opinions of the overall product on my own personal experience with the camera, which though may be biased of me but has allowed me to have a better understanding of the product as it is currently my main camera of choice for both professional and personal use.The camera market sure offers a wide variety of brands and names that are familiar to most camera buffs, with the main competitors consisting of Canon, Sony, Olympus, Pentax and of course Nikon. At its release in 2011, the Nikon D3200 was promoted and considered to most photographers as a major improvement from the previous D3100 model whilst still being an entry level DSLR at an entry level price range of around £250-£300. Nikon had doubled the mega pixel count of the Previous model taking it up to 24MP and for the first time, included a built in 1080P HD movie mode, which no doubt attracted a wider range of camera enthusiasts. Because of this, I will probably use this information to highlight the movie capability’s in my advert, appealing to a wider demographic.Financially, Nikon’s sales have been on the decline and this is predicted to continue into the coming years. According to this graph by Petapixel.com, the companies’ most prominent fall is in the compact camera market. Both lenses and ILC (mirrorless) cameras have also been at a steady decline.

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Above is an interesting article showing how camera sales have dropped over the past few years and bellow is a graph showing how smartphone sales have been on the rise compared to traditional camera’s. I predict this is the result of smartphone cameras becoming more advanced and capable in what they can do. Most phones are now at par with a compact camera and in some areas, exceeding them in their overall functionality and performance. Also, it’s a lot easier for people to use a smartphone as a camera if they are in possession of it at all times plus a lot of phones are more affordable than a lot of DSLR cameras. As a result of this, most demographics using traditional mirrorless, compact or DSLR cameras are either professional photographers or older people who prefer the simplicity of cameras.

Both of the graphs above are from petapixel.com which is a trusted camera news, stats and equipment website.

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The graph above shows a rapid decline in cameras being manufactured since 2010. This will definitely affect how I plan my advert as I realise not as many people purchase cameras now.

Production ResearchI plan to create an advert which is similar to existing Nikon adverts. From the adverts I have watched, they all share the same style and meaning. The main colour theme consists of yellow and black, relating to Nikons main logo. The main “I am Nikon” tagline is seen throughout all their promotional material and adverts so I will be using this as well. Most of Nikon’s adverts also use the same song by Radical Face which is called “Welcome Home”, which I would like to use for my advert as this is a recognisable song which most people would associate with Nikon upon hearing it.

I particularly like Nikons 100th anniversary advert as its main focus is around how light is the main essence of everything that we do. The advert starts with an astronaut in space using a Nikon camera and then begins to show the evolution of cameras but in reverse, ending in 1917 and showing some of the first pictures ever taken on a Nikon camera.