Collecting Experiences

Antonio (from Rome) received his digital camera as a present from his parents 4 years ago, when he graduated from University. He didn’t actually ask for it, he appreciated it anyway but wasn’t very enthusiastic, he would have prefered to receive a journey voucher. Now he’s happy to have it and he would buy one if he didn’t have it.
He used it for the first time during his graduation party, he really enjoyed taking pictures and since then he tries to bring his camera with him whenever there is a special occasion. A special occasion for him is a dinner with friends, a party, a trip, concerts and holidays. He never takes pictures of his family, not only because they live far away but because he remembers to bring his camera with him when he knows he’s going to live something special, when he’s going to have a lot of fun and do something he really likes. The moment he lives with his family are more “traditional” and nothing exciting happens.
He consider his pictures important, but doesn’t consider his camera as important, he has a Canon, he says it works fine but he doesn’t see many difference from the other digital cameras. He’s not very emotional to this product event though he is to pictures, he often looks at them (he has many), alone or with friends. They often look at the pictures all toghether and remember the “old times”, they really like it and have a lot of fun seeing how they used to be and what they used to do. Pictures are for Antonio the best way to keep good memories alive. He also likes videotapes, but he never thought of buying a videocamera because he thinks he wouldn’t use it as much as a camera as he would have to stay behind it all the time, pictures are faster to take and when he wants to film he can always use his camera for short videos.
He doesn’t know much about techinical aspects, he always uses basic options, that’s why he’s not very interested in digital cameras and doesn’t know much about them. The most important features for him are: size, wheight, large screen and simplicity; he wouldn’t spend much for a new digital camera. He wants it to take good pictures, in terms of colour and image stability, and it has to be simple to use. He doesn’t know what brand is the best, the first brands that came him to mind were Canon and Nikon. He doesn’t know the difference between them, he thinks they are both good but he never stops to look at the cameras department.

Insights:
- Compact users don't care about the camera and it's functions, all they care about is their moments.
- Cameras are there to collect experiences and keep them alive.