Give A Shot and your bags survey results!
Lots to talk about on this Throwback Thursday.
*...made in Microsoft Paint.
Onto more savory things. We've got a whole Mississippi River barge-load of survey results to share with you. But first, something freaking huge happened today.
WE LAUNCHED GIVE A SHOT!
Many of you are photographers, filmmakers, and creatives. We at PD are fortunate to have hundreds of thousands of fantastic storytellers in our community and customer base. Additionally, after joining 1% for the Planet and the Conservation Alliance last year, we now have a direct relationship with hundreds of environmental nonprofit organizations. Earlier this year we made an oath of action: to build a website that connects these two groups so that they can enact positive change together.
That website—Give A Shot—went live on Tuesday. There are over 100 projects that have already been posted by nonprofits...projects that are in need of a talented photographer or filmmaker to provide necessary visual content. We would absolutely love for our Kickstarter community to get involved. It's totally free to use, and doesn't even require a login. How bout them apples?
TOTE INSTRUCTIONAL VIDEO IS HERE
Okay, okay, one last thing before we get into survey results:
Whether or not you own an Everyday Tote, we really recommend tossing aside your other responsibilities and throwing yourself head-first into this video. It's a real catch.
BAGS SURVEY RESULTS
First off, thanks to the 4318 of you who filled out our long, detailed bags survey. There are companies a hundred times our size who could never in a bajillion years get that many people to provide that kind of detailed feedback. So let's just start by saying how immensely lucky we are to have y'all.
Now, let's get down to bidness.
SURVEY RESULTS: JUST THE NUMBERS
For those interested in looking at the actual survey numbers, we've made those publicly available for you to browse through. You can check them out here:
SURVEY RESULTS: QUALITATIVE ANALYSIS
Without interpretation, numbers are just numbers. So, here's are our biggest takeaways from the survey...
1. Y'ALL OWN A BUNCH OF BAGS
Just under half of respondents own 2 or more Peak Design bags. This chart gives a bit of detail on that:
One interesting thing to note is that if you have 2 bags, it's most likely that one is an Everyday Bag and one is a Field Pouch (not surprising). Also, a lot of folks own both an Everyday Messenger and an Everyday Backpack. Digging into the comments, the general sentiment was that people who own both prefer to use their backpack and messenger for different carry scenarios.
2. TYPE OF CARRY AND FREQUENCY OF USE HAS A DIRECT RELATIONSHIP WITH YOUR SATISFACTION
That is to say, if you use your bag often or everyday, you've much more likely to love it. If you primarily use your bag for camera carry, you're more likely to recommend it as a camera bag. If you primarily use your bag for everyday carry, you're more likely to recommend it as an everyday bag. That all seems very logical to us. But, just for fun, here's a chart showing each bag's Net Promoter score, sliced up by frequency of use and type of carry:
The highlighted numbers are Net Promoter scores (green is high, red is low). Net Promoter is a metric that many companies use to get high-level relative understanding of how much customers like their products. To get that score, we asked you to rate (scale of 0-10) how likely they would be to recommend our bags to a friend. Then we broke down those responses like this:
- 0-6 = Detractors (people who are dissatisfied enough that they may give negative word-of-mouth about a product)
- 7-8 = Passive (people who are satisfied, but not immensely stoked)
- 9-10 = Promoters (loyal users who are excited to sing the praises of the product)
The rating system is somewhat arbitrary, but again, it's designed to give a relative—not absolute—score. To get the NP score we subtract the % of detractors from the % of promoters, and multiply by 100. The end number is somewhere on a scale from -100 to 100, and gives us a relative look at how happy folks are with our different products.
3. BACKPACK, MESSENGER, & SLING ARE YOUR OVERALL FAVES
Folks are most likely to recommend these bags, both as everyday and as camera bags.
4. YOU PREFER TOTE FOR EVERYDAY CARRY AND AS A BABY BAG
Tote users are far more likely to recommend tote as an everyday bag than as a camera bag. When we dug into this, we saw that most Tote users use it as an everyday bag:
For our other Everyday Bags, that graph is a typical bell curve.
We have a few thoughts on why the Tote is so much more popular as an everyday bag:
- 1 in 5 Tote owners use it as a diaper/baby bag
- Our marketing messaging and images often depict the Tote being used in everyday/family carry situations, not in photography situations
- Tote-style bags are not commonly used as camera bags
- The straps on our Tote have less padding than our other bags, and hence it's less comfortable to carry a Tote filled with heavy camera gear
5. RANGE POUCH HAD THE LOWEST SATISFACTION SCORE OF ALL OUR BAGS
Range Pouch was our biggest concern after analyzing the survey results. Our first big blunder was realizing we had done a bad job showing people how to use the Range Pouch. As a matter of fact, we haven't even made a Range Pouch Instructional Video (next on our list!).
- 54% of RP users did not know that the Velcro closure is uni-directional
Well, we're not surprised. We essentially never told people about that feature. In a nutshell, the Velcro closure on Range Pouch catches in the up direction and releases in the down direction. We did this so that you can open and close Range Pouch silently...important when shooting weddings, wildlife, or other quiet settings. Soon we'll share an in-depth video that explains this and other RP features.
We also dug deep into the comments (thousands of them) left by those who were less satisfied with their range pouch. Here are the most frequent words from those comments:
Delving in deeper, commentary fell into a few main buckets:
- Issues with using the Velcro closure system (not surprising)
- Dissatisfaction with the size/capacity of the RP. This is also not surprising, given than lenses come in a vast array of sizes, whereas we only offer 3 RP sizes. But, we now have data that can help us determine how we can add to or change the sizes that we currently make.
- Dissatisfaction with the stiffness of the RP's felt padding. Many folks cited the padding as a positive (ruggedness) but others found that the stiffness reduces capacity and usability. We're looking into other materials we might use for that padding.
6. Y'ALL WANT US TO MAKE SOME COOL STUFF
The top requested photography product was an ultralight tripod. The top requested bags were roller bags and a travel backpack. And, quite a few folks really liked the idea of us designing wallets and mobile accessories. NOTED.
Once again, thank you for not only supporting us, but helping to make us better.
The PD Team