Research objectives
Broad aims:
- to provide a comprehensive overview of (consumer) photography in Australia today;
- to identify the issues associated with taking photographs and the triggers to stimulating greater use; and
- to explore awareness and perceptions of digital photography.
Detailed objectives:
- explore the role and importance of photography in people’s lives;
- identify and explore the barriers and triggers to photography;
- look at the decision and purchase process for equipment and film;
- discuss perceptions and knowledge surrounding digital photography and determine likely impact on existing behaviour; and
- provide a user segmentation in terms of profiles and typologies.