These spreadsheet exhibits relate to the case Ontela PicDeck (A) & (B):

Customer Segmentation, Targeting, and Positioning, Case #KEL450 and KEL451.

©2009 by the Kellogg School of Management, Northwestern University. This case was
prepared by Patrick Dupree, Christine Hsu, Ryan Metzger, Fuminari Obuchi, Arun Sundaram,
and Kari Wilson under the supervision of Professor Mohanbir Sawhney. It was revised by
Professor Kent Grayson. Cases are developed solely as the basis for class discussion. Cases
are not intended to serve as endorsements, sources of primary data, or illustrations of effective
or ineffective management. To order copies or request permission to reproduce materials, call
800-545-7685 (or 617-783-7600 outside the United States or Canada) or e-mail
custserv@hbsp.harvard.edu. No part of this publication may be reproduced, stored in a
retrieval system, used in a spreadsheet, or transmitted in any form or by any means—
electronic, mechanical, photocopying, recording, or otherwise—without the permission of the
Kellogg School of Management.
This is the original data in spreadsheet form

Survey Question 1 2 3
Q01 It is easy to upload phone photos 3.07 3.19 2.65
Q02 Would take more phone photos if transfer were easier 4.33 3.37 3.96
Q03 Would take more phone photos if quality were better 4.67 4.28 4.21
Q04 Would replace digital camera if phone transfer were easier 4.11 1.72 2.06
Q05 Would replace digital camera if phone photo quality were better 4.69 1.81 3.10
Q06 I value saving phone photos so they are not lost 4.60 3.57 3.75
Q07 I value sending photos by email 4.53 3.94 4.02
Q08 I value having photos on my desktop 4.55 4.07 3.92
Q09 I value sharing photos on Facebook, etc. 3.95 3.69 3.83
Q10 When deciding on new tech, easy setup is a factor 3.84 3.44 2.71
Q11 When new technologies emerge, I am first to adopt 3.13 2.07 3.52
Q12 When buying new tech, I search for best price 4.45 3.76 4.40
Q13 Monthly fee $5.75 $6.64 $7.93
Percentage of respondents in each cluster 24% 12% 19%
 Overall
4 5 6 Average
4.06 2.29 3.00 3.04
2.43 3.86 2.36 3.49
4.20 4.12 2.75 4.11
2.31 3.24 1.58 2.66
3.76 3.59 1.89 3.34
3.20 3.04 2.42 3.55
3.22 3.02 2.25 3.61
3.18 2.94 2.31 3.60
3.00 2.98 2.22 3.36
3.27 3.37 2.83 3.27
2.65 1.96 2.17 2.69
3.98 3.06 3.58 3.95
$3.90 $8.31 $1.67 $6.07
16% 15% 14% 100%
This is the data, but with financial value added

Response
Variable Variable Description 1 2 3
Q01 It is easy to upload phone photos 3.07 3.19 2.65
Q02 Would take more phone photos if transfer were easier 4.33 3.37 3.96
Q03 Would take more phone photos if quality were better 4.67 4.28 4.21
Q04 Would replace digital camera if phone transfer were easier 4.11 1.72 2.06
Q05 Would replace digital camera if phone photo quality were better 4.69 1.81 3.10
Q06 I value saving phone photos so they are not lost 4.60 3.57 3.75
Q07 I value sending photos by email 4.53 3.94 4.02
Q08 I value having photos on my desktop 4.55 4.07 3.92
Q09 I value sharing photos on Facebook, etc. 3.95 3.69 3.83
Q10 When deciding on new tech, easy setup is a factor 3.84 3.44 2.71
Q11 When new technologies emerge, I am first to adopt 3.13 2.07 3.52
Q12 When buying new tech, I search for best price 4.45 3.76 4.40
Q13 Monthly fee $5.75 $6.64 $7.93
Percentage of respondents in each cluster 24% 12% 19%
$1.38 $0.80 $1.51
 Overall
4 5 6 Average
4.06 2.29 3.00 3.04
2.43 3.86 2.36 3.49
4.20 4.12 2.75 4.11
2.31 3.24 1.58 2.66
3.76 3.59 1.89 3.34
3.20 3.04 2.42 3.55
3.22 3.02 2.25 3.61
3.18 2.94 2.31 3.60
3.00 2.98 2.22 3.36
3.27 3.37 2.83 3.27
2.65 1.96 2.17 2.69
3.98 3.06 3.58 3.95
$3.90 $8.31 $1.67 $6.07
16% 15% 14% 100%
$0.62 $1.25 $0.23
The highest value in each row is highlighted in red.

Response
Variable Variable Description 1 2 3
Q01 It is easy to upload phone photos 3.07 3.19 2.65
Q02 Would take more phone photos if transfer were easier 4.33 3.37 3.96
Q03 Would take more phone photos if quality were better 4.67 4.28 4.21
Q04 Would replace digital camera if phone transfer were easier 4.11 1.72 2.06
Q05 Would replace digital camera if phone photo quality were better 4.69 1.81 3.10
Q06 I value saving phone photos so they are not lost 4.60 3.57 3.75
Q07 I value sending photos by email 4.53 3.94 4.02
Q08 I value having photos on my desktop 4.55 4.07 3.92
Q09 I value sharing photos on Facebook, etc. 3.95 3.69 3.83
Q10 When deciding on new tech, easy setup is a factor 3.84 3.44 2.71
Q11 When new technologies emerge, I am first to adopt 3.13 2.07 3.52
Q12 When buying new tech, I search for best price 4.45 3.76 4.40
Q13 Monthly fee $5.75 $6.64 $7.93
Percentage of respondents in each cluster 24% 12% 19%
$1.38 $0.80 $1.51
 Overall
4 5 6 Average
4.06 2.29 3.00 3.04
2.43 3.86 2.36 3.49
4.20 4.12 2.75 4.11
2.31 3.24 1.58 2.66
3.76 3.59 1.89 3.34
3.20 3.04 2.42 3.55
3.22 3.02 2.25 3.61
3.18 2.94 2.31 3.60
3.00 2.98 2.22 3.36
3.27 3.37 2.83 3.27
2.65 1.96 2.17 2.69
3.98 3.06 3.58 3.95
$3.90 $8.31 $1.67 $6.07
16% 15% 14% 100%
$0.62 $1.25 $0.23
See key below

Response
Variable Variable Description 1 2 3
Q01 It is easy to upload phone photos 3.07 3.19 2.65
Q02 Would take more phone photos if transfer were easier 4.33 3.37 3.96
Q03 Would take more phone photos if quality were better 4.67 4.28 4.21
Q04 Would replace digital camera if phone transfer were easier 4.11 1.72 2.06
Q05 Would replace digital camera if phone photo quality were better 4.69 1.81 3.10
Q06 I value saving phone photos so they are not lost 4.60 3.57 3.75
Q07 I value sending photos by email 4.53 3.94 4.02
Q08 I value having photos on my desktop 4.55 4.07 3.92
Q09 I value sharing photos on Facebook, etc. 3.95 3.69 3.83
Q10 When deciding on new tech, easy setup is a factor 3.84 3.44 2.71
Q11 When new technologies emerge, I am first to adopt 3.13 2.07 3.52
Q12 When buying new tech, I search for best price 4.45 3.76 4.40
Q13 Monthly fee $5.75 $6.64 $7.93
Percentage of respondents in each cluster 24% 12% 19%
$1.38 $0.80 $1.51

Red cells indicate the strongest agreement in each row

Orange cells indicate the second-highest agreement
Blue cells indicate the weakest agreement in each row
(not including Cluster 6, which was weakest on all dimensions
But note: for Q01 we are looking for the lowest ratings, not the
 Overall
4 5 6 Average
4.06 2.29 3.00 3.04
2.43 3.86 2.36 3.49
4.20 4.12 2.75 4.11
2.31 3.24 1.58 2.66
3.76 3.59 1.89 3.34
3.20 3.04 2.42 3.55
3.22 3.02 2.25 3.61
3.18 2.94 2.31 3.60
3.00 2.98 2.22 3.36
3.27 3.37 2.83 3.27
2.65 1.96 2.17 2.69
3.98 3.06 3.58 3.95
$3.90 $8.31 $1.67 $6.07
16% 15% 14% 100%
$0.62 $1.25 $0.23

ongest agreement in each row

second-highest agreement
akest agreement in each row
which was weakest on all dimensions)
looking for the lowest ratings, not the highest
Yellow cells are the highest rating in each column. Orange is second-highest. Blue is lowest and green is second-lowest.

Response
Variable Variable Description 1 2 3
Q01 It is easy to upload phone photos 3.07 3.19 2.65
Q02 Would take more phone photos if transfer were easier 4.33 3.37 3.96
Q03 Would take more phone photos if quality were better 4.67 4.28 4.21
Q04 Would replace digital camera if phone transfer were easier 4.11 1.72 2.06
Q05 Would replace digital camera if phone photo quality were better 4.69 1.81 3.10
Q06 I value saving phone photos so they are not lost 4.60 3.57 3.75
Q07 I value sending photos by email 4.53 3.94 4.02
Q08 I value having photos on my desktop 4.55 4.07 3.92
Q09 I value sharing photos on Facebook, etc. 3.95 3.69 3.83
Q10 When deciding on new tech, easy setup is a factor 3.84 3.44 2.71
Q11 When new technologies emerge, I am first to adopt 3.13 2.07 3.52
Q12 When buying new tech, I search for best price 4.45 3.76 4.40
Q13 Monthly fee $5.75 $6.64 $7.93
Percentage of respondents in each cluster 24% 12% 19%

"Easy to upload photos" should be considered a "re

High ratings mean that the easy-to-upload feature i
1.93 1.81 2.35
 green is second-lowest.

Overall
4 5 6 Average
4.06 2.29 3.00 3.04
2.43 3.86 2.36 3.49
4.20 4.12 2.75 4.11
2.31 3.24 1.58 2.66
3.76 3.59 1.89 3.34
3.20 3.04 2.42 3.55
3.22 3.02 2.25 3.61
3.18 2.94 2.31 3.60
3.00 2.98 2.22 3.36
3.27 3.37 2.83 3.27
2.65 1.96 2.17 2.69
3.98 3.06 3.58 3.95
$3.90 $8.31 $1.67 $6.07
16% 15% 14% 100%

tos" should be considered a "reverse measure"

hat the easy-to-upload feature is not important
0.94 2.71 2.00
Response
Variable Variable Description 1 2 3
Q01 It is easy to upload phone photos 3.07 3.19 2.65
Q02 Would take more phone photos if transfer were easier 4.33 3.37 3.96
Q03 Would take more phone photos if quality were better 4.67 4.28 4.21
Q04 Would replace digital camera if phone transfer were easier 4.11 1.72 2.06
Q05 Would replace digital camera if phone photo quality were better 4.69 1.81 3.10
Q06 I value saving phone photos so they are not lost 4.60 3.57 3.75
Q07 I value sending photos by email 4.53 3.94 4.02
Q08 I value having photos on my desktop 4.55 4.07 3.92
Q09 I value sharing photos on Facebook, etc. 3.95 3.69 3.83
Q10 When deciding on new tech, easy setup is a factor 3.84 3.44 2.71
Q11 When new technologies emerge, I am first to adopt 3.13 2.07 3.52
Q12 When buying new tech, I search for best price 4.45 3.76 4.40
Q13 Monthly fee $5.75 $6.64 $7.93
Percentage of respondents in each cluster 24% 12% 19%

Z1 Median Age 42 41 22
Z2 Age > 55 25% 27% 12%
Z3 Age < 25 23% 18% 55%
Z4 Male 52% 48% 43%
Z5 Married 48% 71% 22%
Z6 Children 27% 46% 11%
Z7 DataPlan 72% 15% 22%
Z8 MessagePack 45% 35% 61%
Z9 Family Plan 26% 54% 66%
Z10 Tech Mag 4.17 1.46 1.26
Z11 Celebrity Mag 1.77 3.33 4.54
Z12 Fashion Mag 2.12 2.65 3.65
Z13 Women’s Mag 2.34 2.64 2.85
Z14 Homemaking Mag 1.38 2.57 1.55
Z15 Sports Magazines 3.00 2.57 2.10
Z16 Internet Use 3.85 1.66 3.12
Z17 Pay Own Bill 91% 84% 45%

most variance
Red numbers are the highest in a column. Blue a
 Overall
4 5 6 Average
4.06 2.29 3.00 3.04
2.43 3.86 2.36 3.45
4.20 4.12 2.75 4.12
2.31 3.24 1.58 2.56
3.76 3.59 1.89 3.20
3.20 3.04 2.42 3.51
3.22 3.02 2.25 3.59
3.18 2.94 2.31 3.58
3.00 2.98 2.22 3.35
3.27 3.37 2.83 3.27
2.65 1.96 2.17 2.61
3.98 3.06 3.58 3.90
$3.90 $8.31 $1.67 $6.07
16% 15% 14% 100%

30 39 55 37.53
19% 28% 43% 25%
31% 16% 12% 27%
58% 49% 41% 49%
34% 64% 67% 49%
21% 35% 39% 28%
42% 27% 11% 36%
65% 39% 18% 45%
17% 37% 12% 35%
3.70 2.68 2.18 2.71
1.39 2.50 3.80 2.82
2.51 1.89 1.25 2.38
2.10 2.57 2.90 2.55
1.32 1.99 2.62 1.81
4.47 2.91 1.90 2.85
3.50 2.01 1.42 2.78
93% 92% 95% 82%

e highest in a column. Blue are the lowest