Market Segmentation

Objective:

Our goal is to design a camera that is portable and durable like the Gopro, yet professional and functional like a DSLR. The compact and simple design of the Gopro makes it easy to use for the novice user. However, by eliminating functions and making many of its features non customizable the more experienced photographer will opt for a more professional camera. We want a camera that has the best qualities of each of these cameras, so users don't have to decide which camera to take with them. They can just use one camera.

Geographic:

• Urban cities, rural areas, college towns, coastal, mountain

Demographic

• Age: 18-30
• Gender: All genders 
• Occupation: Students, Photographers/Videographer,  Designers, travelers

Behavioral: 

• Accessible to the public
• Recording various activities from the indoors to the outdoors 
• Ability to capture moments in life quickly and easily 
• Professional 
• Limited accessories 

Psychographic

• Lifestyle: Active, worldly, spontaneous, professional, working class
• Personality: Minimalist, creative, diverse, smart 
• Class: Middle class to upper class