TG Consulting conducted an ethnographic study of karaoke participants to understand needs and opportunities for a new karaoke product created by Sony. They observed groups in various environments without note-taking to avoid influencing behavior, then recorded sessions. Key findings showed issues with current systems and desired features. A survey identified top opportunities as great sound/ease of use, large song selection, compatibility/formats, and functional features. TG Consulting suggests releasing the product, called Karaoke Jam System, as it addresses many needs for a new market in group entertainment.

1.
Karaoke
Jam
Machine:
A
New
Product
Ethnographic
Study
Teri
Grossheim
October
30,
2014
MKT
534
–
Analytical
Tools
for
Marketers
Fall
2014

2.
2
Executive
Summary
This
report
provides
information
regarding
ethnographic
techniques
and
their
application
in
the
group
entertainment
industry,
focusing
on
the
creation
of
a
ground
breaking
karaoke
console.
Sony
marketing
personnel
requested
these
services
from
TG
Consulting
when
their
research
and
development
(R&D)
team
engineered
a
new
product
in
search
of
a
market.
TG
Consulting
uses
qualitative
data,
surveying,
and
proven
analytical
methodologies
to
make
assumptions
and
suggestions
throughout
this
report.
Ethnographic
(or
latent
needs)
techniques
were
chosen
for
this
study
since
it
is
an
outcome-­‐based
approach
that
uncovers
and
prioritizes
customer
needs.
This
analysis
shows
there
is
potential
for
a
new
market
within
the
group
entertainment
industry,
which
is
a
fit
for
the
innovative
karaoke
console
created
by
Sony
R&D.
This
report
suggests
Sony
should
release
this
karaoke
console,
named
“Karaoke
Jam
System”.
Ethnographic
Study
Methodology
&
Key
Findings
TG
Consulting
began
the
study
by
observing
karaoke
participants
in
several
environments
including
traditional
karaoke
lounges,
American
bars,
public
spaces,
and
homes.
Small
groups
were
identified
and
observed
in
each
setting
on
multiple
occasions
during
Q3
20141.
TG
Consulting
solicited
these
groups
using
online
and
social
media
methods,
as
well
as
targeted
music
service
advertising2.
From
the
solicited
groups,
TG
Consulting
chose
certain
filters
for
the
study
including
urban
professionals,
both
male
and
female,
ranging
from
ages
25-­‐45
who
participate
in
karaoke
at
least
three
times
a
year.
Once
an
introduction
and
orientation
were
completed,
TG
Consulting
personnel
organized
and
attended
karaoke
sessions
in
the
environments
stated
above
without
actively
taking
notes,
which
put
the
study
participants
at
ease
for
the
next
step
of
the
study.
After
an
initial
attendance
of
sessions
in
these
environments,
TG
Consulting
personnel
proceeded
to
record
activity
using
written
notes
and
audio/video
recording.
The
goal
in
these
sessions
was
to
observe
karaoke
participants
in
their
natural
habitat,
in
order
to
gain
an
understanding
of
the
utilization
of
karaoke
equipment,
interaction
between
the
participants
and
equipment,
and
the
overall
karaoke
experience.
Once
the
sessions
were
completed,
TG
Consulting
summarized
the
collected
information.
During
this
process,
the
information
was
analyzed
and
reflected
upon,
which
resulted
in
key
findings
that
demonstrated
not
only
issues
with
current
karaoke
systems,
but
desired
features
and
functionality.
TG
Consulting
identified
ten
broad
classifications
where
these
issues,
features,
and
functionality
can
be
categorized
logically
in
broad-­‐based
needs3.
These
categories
were
then
used
in
a
more
conventional
survey4
to
calculate
the
opportunity
associated
with
each
need5.
1
Best
practices
for
ethnographic
observation
techniques
include
small
sample
sizes,
in
contrast
from
conventional
tools
that
rely
on
large
sample
sizes.
2
Craigslist,
Facebook,
Twitter,
Google+,
Spotify
3
Flexible
compatibility,
encompasses
a
variety
of
digital
formats,
create
memories
and
fun
times,
great
sounding
and
easy
to
use,
family/group
fun
for
all,
wide
variety
of
songs/large
song
selection,

3.
3
TG
Consulting
identified
which
categories
were
important
and
satisfying
to
potential
customers,
which
translates
to
product
opportunity
potential6.
Great
sounding
and
easy
to
use
scored
highest
in
the
amount
of
potential
opportunity,
along
with
wide
variety
of
songs
(large
song
selection),
functional
features
for
practical
use,
flexible
compatibility,
and
encompassing
a
variety
of
digital
formats7.
Create
memories,
personalized
experience,
home
entertainment
system
integration,
and
accessibility/portability
scored
as
least
important
or
satisfying
to
survey
participants8.
Family/Group
fun
for
all
scored
in
the
middle
and
can
be
considered
an
expected
functionality
of
karaoke
systems9.
Based
on
these
finding,
TG
Consulting
suggests
the
creation
of
the
following
product.
Karaoke
Jam
System
TG
Consulting
suggests
the
product
created
by
Sony
R&D,
Karaoke
Jam
System10,
has
substantial
potential
for
a
new
market
within
the
group
entertainment
industry.
Karaoke
Jam
System
has
many
of
the
elements
TG
Consulting
found
to
be
important
and
satisfying
to
potential
customers.
First,
there
is
an
HD
Navigation
Panel
and
knobs
that
include
a
quality
display,
easy
to
use
navigation,
and
an
auto
tune/voice
corrector.
Next,
the
antenna
allows
for
wireless
connectivity
of
microphones
and
headphones,
as
well
as
downloading
of
digital
song
content.
The
digital
song
content
is
stored
on
the
internal
hard
drive
and
can
be
transferred
using
the
SD
card
slot
or
computer
(USB/FireWire)
ports.
Karaoke
Jam
System
also
has
high
definition
speakers
and
video
camera
for
audio/video
recording,
with
controls
on
the
back
of
the
unit.
The
back
of
the
unit
also
has
connectivity
for
a
variety
of
formats,
including
CD/Blu-­‐Ray,
MP3,
auto
vehicles,
home
entertainment
systems,
and
computers.
There
is
also
a
3.5
mm
connector,
storage
and
charging
for
two
wireless
microphones,
a
solar
panel,
and
a
battery
for
sustainable
power
when
not
connected
to
a
traditional
power
source.
Lastly,
the
functional
design
and
sturdy
handle
makes
the
Karaoke
Jam
System
practical
and
looks
stylish
in
any
karaoke
setting.
TG
Consulting
bases
the
suggestions
contained
in
this
report
on
findings
from
the
ethnographic
study.
Based
on
this
information,
TG
Consulting
suggests
the
Karaoke
Jam
System
has
potential
opportunity
for
a
new
market
category
in
the
group
entertainment
industry.
TG
Consulting
welcomes
additional
research
or
insight
regarding
the
Karaoke
Jam
System,
which
can
assist
with
a
product
launch
successful.
integration
with
existing
home
electronics
or
entertainment
systems,
personalized
experience,
and
function
features
for
practical
use
4
Large
sample
sizes
were
used
during
this
phase
of
the
study
(Approx.
1500)
5
Opportunity
=
[Importance
+
(Importance
+
Satisfaction)]
6
Appendix
–
Opportunity
Algorithm
7
Great
sounding
and
easy
to
use
(14),
wide
variety
of
songs/large
song
selection
(13),
functional
features
for
practical
use
(12),
flexible
compatibility
(11),
and
encompassing
a
variety
of
digital
formats
(11)
8
Create
memories
(-­‐1),
personalized
experience
(1),
home
entertainment
system
integration
(2),
and
accessibility/portability
(3)
9
Family/Group
fun
for
all
(5)
10
Appendix
–
Karaoke
Jam
System
Diagram

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Opportunity Algorithm
Problems/Jobs To Be Done

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