Link to deck here
TOTAL RESPONDENTS
1. All segments favored the minimalism of “in just a few” in “Edit photos in just a few clicks,” the leading message among Mobile Enthusiasts.
2. The most polarizing message pertained to social media, drawing in Mobile Enthusiasts and repelling Hybrid Hobbyists.
• This was Mobile Enthusiasts' 3rd highest ranking message; it indexed 12th overall among MEs and HHs combined
3. The top 3 most liked components all sourced from the message theme of Output Benefits.
4. Emotional Benefits messages held less resonance with respondents, especially with portions on community and family.
5. Compared to other reasons to share photos on social media, creating a network of peers with similar interests was somewhat less common.
6. The top message was different between our segments: Mobile Enthusiasts understandably appreciate “just a few clicks,” whereas Hybrid Hobbyists like subject or region isolation.
MOBILE ENTHUSIASTS
1. Mobile Enthusiasts had less interest in storage capabilities or photo presets from Lr, as they are probably accustomed to both on a mobile interface.
• An AI-centric message might be polarizing, given the lowest-performing message here
HYBRID HOBBYISTS
1. Hybrid Hobbyists were not motivated by sharing or having a community, at least in comparison to other messages tested.
• Unlike Mobile Enthusiasts, Hybrid Hobbyists were less motivated by abilities to have photos stand out on social media
2. Hybrid Hobbyists gravitated towards “edit and enhance” in the winning message.