Survey results dome camera system

Survey evaluation
IBM Switzerland 2019 / © 2019 IBM Corporation
Dome
Camera
System
Dr. Eggenberger Christian
Greiner Kim-Cheyenne
Schollenberger Urs
Weiss Basil

Challenge
There are various factors which
can ruin your desire to take
great holiday pictures!
Unaesthetic selfies
Photobomb
FogSmog
Unbearable
crowds
Restricted use of devices
Scaffold 2

Solution
 Taking individualized pictures with a drone
or a similar device from a spectacular point
of the view.
 Remove unrelated elements (other people,
shadows, waste, fog, etc.) from a photo
taken for tourists.
Person in focus +
non-associated persons +
littering
Non-associated persons +
littering are marked in red
Non-associated persons +
littering is removed so that the
person in focus is stand-alone 3

Data Gathering
 Survey with 15 questions in 3 languages
(English, German, Spanish) via the
survey platform QuestionPro
 Outside and inside of IBM
 Personal distribution of the survey via
social media (e.g. LinkedIn, Facebook),
Whatsapp, e-mail, IBM Communities,
IBM Slack, etc.
 The survey campaign ran for over 2
months from September 11 to
November 22 2018.
4

0
20
40
60
80
100
120
140
160
180
200
female male
NumberofParticipants
Gender
0
10
20
30
40
50
60
70
≤ 20'000 20'000 -
40'000
40'000 -
60'000
60'000 -
80'000
80'000 -
100'000
100'000 -
150'000
> 150'000 no
comment
Income in USD
Income
0
10
20
30
40
50
60
70
80
90
≤ 20 ≤ 30 ≤ 40 ≤ 50 ≤ 60 ≤ 70 ≤ 80 > 80
Age
Country of Origin
Switzerland
Germany
United States
United Kingdom
Italy
Indonesia
France
Turkey
Russian Federation
Philippines
Mexico
Austria
Australia
India
Croatia
36 countries from 5 continents
Top 15 Countries
Profile of the 246 Participants
5
73%
27%
5% 7%
9% 8%
13%
24%
13%
21%
6%
22%
14%
32%
24%
2% <1%
43%
20%
10%
4%

With 246 Participants and a
Confidence Level of 95%, the
expected Error Margin is 6.26%
Our target population are bascially all people who locally or
internationally visit points of interest. The size of the target
population is around 8 billion people. 20% of the world
population lives on more than 10 USD per day which would be
1.6 billion people 1). In 2015, 1.19 billion international arrivals
of tourists were recorded. Figures were forecasted to exceed
1.8 billion by 2030 2).
With 246 participants, the Error Margin remains constant for a
target population larger than 780,000 3).
Definitions:
• Population Size: The total number of people whose opinion or
behavior the sample will represent.
• Confidence Level (%): The probability that the sample accurately
reflects the attidudes of the targeted population. The industry
standard is 95%.
• Error Margin (%): The range (measured as a percentage) that the
targeted population‘s responses may deviate from the samples.
Source:
1) http://www.globalissues.org/article/26/poverty-facts-and-stats
2) https://www.statista.com/topics/962/global-tourism/
3) https://www.surveymonkey.com/mp/sample-size-calculator/?ut_source=help_center
6

Participants’ Technology & Social Media Preferences
7
0
5
10
15
20
25
30
Gen Z Gen Y Gen X Baby Boomers
Interest in Selfies by Generation*
not interested rather not interested undecided
rather interested very interested
0
20
40
60
80
not interested rather not
interested
undecided rather
interested
very
interested
Interest in Selfies
 Just 18% of all participants are interested
in taking a selfie at a point of interest.
 Despite higher use of social media, Gen Z
and Gen Y (aged up to 40 years) shows
little interest in Selfies with 16.8%.
*Generations will be introduced on slide 10
26% 26%
30%
12%
6%
3.71 3.71
3.03 2.88
0
20
40
60
80
100
Gen Z Gen Y Gen X Baby Boomers Total
Favorite Social Media by Generation* in %
LinkedIn Whatsapp Youtube Instagram Facebook
18%

64% are interested in individualized drone pictures and
61% in the removal of unrelated objects in those pictures
Compared to 18% of the participants interested in selfies
About 61% of the participants are rather or very
interested in the removal of unrelated objects from
those pictures.
0
10
20
30
40
50
60
70
80
90
100
interested
undecided rather
interested
very
interested
Interest in individualized drone picture
0
10
20
30
40
50
60
70
80
90
100
interested
undecided rather
interested
very
interested
Interest in removal of unrelated objects
About 64% of the participants are rather or
very interested in individualized drone pictures.
8
7%
22%
35%
29%
7%
11% 10%
19%
27%
33%

For the removal of unrelated objects the participants are
willing to pay on average 8.41 USD* and only 39% of the
participants are willing to queue longer than 7 minutes
0
10
20
30
40
50
60
70
80
<11-33-77-1010-1515-30>30
Queue Time in Minutes
* However with a high Standard Deviation of 9.86
9
30%
30%
23%
5%
6%
1% 2%
<1% <1% <1%
27%
22%22%
15%
9%3%
2%
39%

Participants filtered by different generations
Generation Age
Number of
Participants
Mean WTP
Standard
Deviation
Generation Z <20 years 14 8.71 USD 6.13
Generation Y / Millennials 20-40 years 87 9.99 USD 12.03
Generation X 40-50 years 78 8.03 USD 7.66
Baby Boomers 50-70 years 66 6.85 USD 9.64
Traditionalists >70 years 1 3.50 USD -
Total all 246 8.41 USD 9.86
 The Willingness-To-Pay [WTP] lies between
3.50 and 9.99 USD
 Millennials have the highest WTP but also a
high Standard Deviation
94%
 94% of all participants belong to Generation Y,
Generation X, Baby Boomers
 Traditionalists must be excluded due to just one
participant
10

 On average, female participants
are willing to pay more for a
picture in which non-associated
objects have been removed.
 Generation Y women are willing
to pay over 15 USD for a photo.
 The largest absolute and relative
difference between women and
men in terms of WTP is in
generation Y.
 The WTP of male participants
decreases with age.
Willingness-to-pay by Generation and Gender
0
2
4
6
8
10
12
14
16
Gen Z Gen Y Gen X Baby Boomers
MeanWTP
Generation
Mean WTP in USD by Generation & Gender
Gender
female
male
11

 The preferred delivery
channel is digital (63%)
followed by print & digital
(35%) and just print (2%).
 Participants are willing to pay
43% extra on average if they
receive a printed photo on
top of a digital one.
 The five most popular go-to
places (out of 10) are
lookout points, historical
sites, beaches, monuments
and museums.
 The participants prefer
landscape over architecture
and people photography.
Service Design
0
100
200
print digital both
Preferred delivery channel
0
5
10
15
20
WTP by delivery channel
0
50
100
150
200
Points of Interest
1
2
3
4
5
PeopleArchitectureLandscape
Photography Interest
12
2%
63%
35%
16.2
7 10
USD
72%
65% 56% 56%
30%
4.5
3.9 3.7
LevelofInterest
1 not interested 2: rather not interested
3: indifferent 4: rather interested
5: very interested
print digital both

 Individualized drone pictures and the removal of non-associated objects from these pictures are
interesting to the participants of the survey (more than 60% are rather or very interested).
 On average, the participants are willing to pay 8.41 USD for a drone picture with removed non-
associated objects.
 Only 39% of the participants are willing to queue longer than 7 minutes.
 The Willingness-To-Pay goes from 6.85 USD (Baby Boomers) to 9.99 (Generation Y).
 Women (especially Generation Y women) are willing to pay more for the removal of unrelated objects
on pictures compared to men.
 The participants prefer the digital delivery of the pictures, but are willing to pay 43% more if they also
receive a photo in paper form.
 Lookout points, historical sites, beaches, monuments and museums are the most popular sightseeing
places.
13
Findings

Characteristic Recommendation Explanation
Target audience All generations
No statistically significant differences between the
generations in terms of WTP and waiting time.
Price 4,9 USD for 70%, 9,9 USD for 40%
With 4,9 USD 70% of the participants would buy the service,
with a price of 9,9 USD per image we are at 40%.
Waiting time
The waiting time should be only a few
minutes.
It is to be expected that 27% will lose patience if the waiting
time is longer than one minute and already 49% will not
queue if the waiting time is more than 3 minutes.
Site Sightseeing & nature sites Generally places with a spectacular and exciting to see.
Delivery Channel
Delivery of the result via digital channel
is a must, but a paper-based photo as
an extra to the digital photo is still
popular.
63% of the participants prefer digital delivery (e-mail,
filesharing etc.). However still 35% prefer a digital photo and a
print-out.
14
Recommendations

Survey evaluation
IBM Switzerland 2019 / © 2019 IBM Corporation
Appendix
Survey Questions and Choice Options of
the Survey in English

16
Question 1 with the results in a pie chart

17

Question 3 with the results in a diamond chart
18

Question 4 without results and question 5 with the results in a triangle chart
19

Question 6 with the results in a triangle chart
20

21

22

Question 9 without results and question 10 with the results in a pie chart
23

24

25

26

27

28

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