Hong Kong Digital Camera user segmentation and lifestyle:

We were asked to research the Digital Camera market for Hong Kong and China. We compiled a list of all the products on the market and conducted interviews with users as to their preferences and reasons for choosing a particular model.

We also profiled the users into lifestyle categories, in order to get a better understanding of the type of products that they would buy, to enable our client to market new products that fulfill the users functional, price and aesthetic needs.