Rationale for researching information on my chosen product, the GoPro Hero 3 POV camera.

1. GoPro Hero 3
Week 1 Analysis by Colleen Gerber

2. GoPro Hero 3
• Point-of-View Camera
allows hands-free video
• Hands-free wide view
• Small, Portable, Durable
• Captures Action, Sports
and Life Moments

3. What do I want to know about the client,
the competition, client performance, past
strategies used, current public opinion?
Ironically, I heard of this product for the first time this
past weekend. My nephew informed me that he is
bringing his GoPro to a walk/run my employer is holding.
Since I am unfamiliar with the GoPro Hero 3, I would like
to know more about the product, the history of the
product and sales, it’s competitors and how it is currently
being marketed.

4. I would also like to know in general, the uses for a POV
camera. I think it may be a bit limited to sports or action,
but will review user videos on GoPro channels, as well as
their competitors, for the creativity of the owners. I
would also like to know the opinions, praise or criticism of
the POV camera by professional photography and
videographers. This will be repeated, however looking at
current owner comments.

5. Example of the GoPro Hero 3 in Action

6. To Accomplish This I will Research:
 Check out the social media outlets for GoPro
 Look for customer reviews on Amazon, user groups,
hobby enthusiast magazines
 Familiarize myself with GoPro’s website and archived
Press Releases.
 Review published articles, case studies, and past
campaigns to get a big picture

7. How will I gather the
information needed?
 I will utilize a search engine to first find out about this
point-of-view (POV) camera and it’s capabilities. I will
look at consumer reports and customer reviews on it
from those who have purchased a POV device.
 I will research the products social media outlets
(Facebook, Twitter, Instagram, YouTube, Vimeo, etc.) to
see how they are currently pushing the device.
 Will look at current information on the health and
welfare of the company by reviewing stock trades/
value and financial news

8. • Research articles in
trade publications to
find opinions and
reviews of competitor’s
products.

9. Competitive Comparison Score Sheet

10. What resources with examples did you use
to identify the target audience?
 I located a case study of a
campaign pitch to GoPro by
Unruly Video.
 Within the case study, the
GoPro target demographic
was identified.
 Furthermore, I researched
the “bio” on the particular
demographic sited in the
case study.

11. What are the resources I will use for
my research?
 Search engines are the best for starting an
initial search for basic information about a
product or company.
 Wikipedia
 Public records for company activity and
financials
 Previous campaigns
 Social Media Outlets