Service-market fit / Voice of Customer
Services for analogue filmmakers
Client overview
A UK-based Film School wanted to know if there was interest amongst analogue filmmakers for some new service offerings. The School had seen continued interest in analogue film and was aware that although the number of productions shot on film is small, those movies are often very successful. They were keen to provide professional training courses and services in analogue camera testing and celluloid film processing. They asked Strategic Allies Ltd (SAL) to find out whether their service ideas would address unmet needs in the film industry. They needed this information to inform their go-to-market strategies and to ensure they were aligning their offerings with customer pain points.
The search
SAL suggested Voice of Customer (VoC) research done via in-depth customer interviews. The Film School requested that SAL speak with Directors of Photography and cinematographers who were familiar with celluloid film and analogue movie cameras. SAL carried out one-hour long interviews to understand the decision-making process for choosing celluloid film, the availability of 8, 16 and 35mm movie cameras, where the gaps in training provision occur and how celluloid film is processed. SAL also interviewed film lab experts to understand the technical and commercial challenges with offering film processing services and gathered insights on the market for analogue film productions from key opinion leaders (KOLs).
The client was regularly updated on progress and the final report was presented during an in-person workshop. The report explored customer needs, included extensive quotes from industry professionals and profiled competitor’s solutions. SAL provided SWOT analyses for each of the Film School’s proposed service offerings and recommendations on the target market and next steps.
IP & Commercialisation Manager
Outcome
SAL’s report contained a thematic analysis of the customer interviews and profiles of six commercial competitors working in analogue film. This information was used to generate SWOT analyses on the three proposed service offerings.
SAL presented five key recommendations on next steps in an in-person workshop at the client’s site.