Music Vertical Research

Client:  GoPro
Skills:  User Research, Market Research, prototyping
Project Scope:  Research the music vertical in order to create a music specific mount that satisfy their needs in terms of shot requirements and use cases.

Initial Research

Focused on understanding the music category.  This was a new vertical for GoPro so we were going deep to make certain we had an accurate understand of our market and our users needs.  Below is an example of areas we explored.
From there that information was recorded and visually mapped so that it could be viewed all together in a more holistic way.  This also allows us to look for common threads and needs across music spectrum.
That information was then distilled down and the major instrument categories and use situations were defined.
3 Main categories of use:
  • Live performance capture- cameras in front of audience  
  • Private recorded capture- cameras only visible to performers  
  • Tutorials - less dynamic instructional camera angles required

Shot Requirements

With the help of our media team I attempted to determine shot requirements across the identified instruments and their use situations. We also recorded minimum height requirements for the camera off the mount as well as the plane of the mounting surface.  With this information it allowed us to start visualizing the physical attributes of any mount.

Findings

User Needs (Mounts)
  • Cannot cause damage
  • Securely holds a camera at proper location
 
  • Discrete
  • Quick to install
  • Easy to adjust
  • Lightweight
  • Genuine to music
 
  • 50% of uses required no extension from clamp.
  • The other 50% require at least a 4.5” extension.
  • A broad range of adjustability is required.  Many shots have cameras mounted at odd angles.
  • No sharp edges or exposed metal that can scratch surface of instrument.
  • Existing head/ cap mounts are practical for many music applications and could be sold together at retail.
     
  Findings/ User needs (additional/ audio):
  • High Quality Audio input- “It’s music. Ultimately it’s all about the sound.”
    • Easily sync video to audio
    • Direct input from instrument (electric guitar) to camera ideal.
 
  • Syncing capability-  Easily be able to sync multiple camera views to a single audio track.

Proposed Directions

3 main mount directions came out of the initial investigation. Clamp mount, Temp mount, and Permanent Mount.  Other pertinent information on audio and syncing was presented to relevant teams.
Clamp Mount:
  • Have ability to clamp  flat and bar profiles
  • Adjustable force?
  • Protective pads
  • Grippy pads
  • Ease of use
  • Fits common use applications
  • Small as possible
  • Removable 5" arm extension
Temp mount:
  • Good holding strength
  • No damage to surface
  • Easily removable

For use on difficult to clamp surfaces
Permanent mount:
  • Inexpensive
  • Sold in bulk
  • Attach and leave
  • Quick mount

Investigation Results

This research investigation green lit two projects that ultimately were produced and went to market.  The Arm (formally the JAM)  as well as the Removable Instruments Mounts.  Click on either one to check them out in more detail.
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