Idea Couture, a design and innovation consultancy based in Toronto, Canada, was hired by a large consumer electronics company to re-imagine their entry-level digital still cameras for the Indian market. For this project, Quicksand took on the role of a cultural partner, aiding Idea Couture with user research and helping them translate insightful cultural trends.
The research entailed in-depth interviews with consumers in Delhi, Kolkata, and Agra, where we looked at the role the camera plays in their everyday lives and tried to envision an 'ideal camera' that fulfils all their needs.
In addition to user research, we also visited retail channels and spoke to store owners and salespersons, who shed light on interesting buying trends and also highlighted the tricky yet vital relationship between commercial vendors and consumer brands.
