Distinctly Polaroid?

In Brand Insight, Market Research on November 17, 2009 at 12:44 am

I just finished reading a case study in Jon Steel’s book “Truth, Lies, and Advertising” about Polaroid. It was a great study of how approaching focus groups non-traditionally can provide interesting insights one might not get if you stuck to strict conversation about a product or brand. In this case study they had users and non-users use the Polaroid camera for a week before the focus group meeting. The participants brought their photos which lead to the realization that there are types of photographs that are distinctly polaroid. These photos fell into two categories: (1) utilitarian and (2) private. Unfortunately for Polaroid a voice entered my head from commercials past while reading this passage. This voice said “there’s an app for that.”

p.s. this is a photo I took today, with my blackberry, when I spontaneously stopped into Thee Fish Bowl.


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