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The challenge.

In the age of digital everything and phones that can capture everyday moments in photos—how does the world think about photographs? More so, how do consumers use tangible photographs in their spaces?

Fair questions for Kodak Moments, a brand that prints our most memorable moments.

What we heard.

Since the advancement of technology, the world of photography has been in a state of continuous evolution.

(Back in the '90s, who would have thought it would be entirely acceptable to use an animal-face filter on a perfect photo, giving everyone spotted dog ears and a flappy tongue?)

Identifying who is printing photos in today's digital age—and all the reasons why—was a critical part of answering the question.

What we did.

The best way to understand the emotions that our favorite photos elicit is to talk about them. We sat down with consumers to hear about their favorite photos, the difference between printed photos versus digital photos, and, of course, what they do with all their photos—digital and printed.

Through a global survey of consumers across seven regions and three languages, we identified the segments that are printing photographs.

What we delivered.

With a full-market analysis, we delivered a 360-view of which trends are emerging and how the market is shifting to keep up with those trends, identified growth opportunities, and defined key value propositions.

The result was an understanding of today’s consumer in the world of digital and the multi-faceted and nuanced behaviors that make us wonderfully human.

We've worked with other people, but [Rebel] really understand[s] the audience, our products, and competitors and it comes through loud and clear.

Jennifer Fox, Chief Marketing Officer

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