Uncovering the smartphone camera opportunity for Dolby in China
Disclaimer: Due to a NDA, data and slides from the original project cannot be shared. As a result, recreated slides are shared and exact numbers are kept intentionally vague.
Business Challenge
Following the launch of Dolby Vision recording on iPhones, Dolby looked to grow the overall smartphone camera opportunity, including in the China market. To understand the pain points in Chinese users’ smartphone camera experience, I led a survey study with local consumers.
Research Goals
Examine attitudes and behaviors around smartphone photo and video recording, including which camera apps are used (e.g., native camera vs. social media in-app camera)
Identify unmet needs in the photo and video recording experience
Investigate use cases for improved photo and video recording
Approach
To accurately capture market insights around attitudes and behaviors, we ran a survey with N=1000, which provided statistically confident results, segment comparisons, and scalable insights. We recruited users who prioritize camera quality and regularly take pictures/videos to ensure the findings came from users who are highly engaged with smartphone cameras.
Working with my research manager and our stakeholders, I designed a 25-question survey covering how users capture, edit, and share photos/videos on mobile. Three open-ended questions were included to add color to the quantitative data. The survey was professionally translated and fielded through a panel provider.
I analyzed the data in Excel, created the report, and led the share-out with both product and China teams.
Key Learnings
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Findings
Most users prefer using the native phone camera for quality and convenience, while a quarter of users prefer social media in-app cameras but experience more pain points. Many of these pain points are solvable with Dolby Vision.
Most users use a variety of photo/video editing apps, suggesting that no single service is meeting all their needs.
Strategic Implications
Business Opportunity: Integrate Dolby Vision recording directly into the Chinese social media in-app cameras
Product Opportunity: Develop a single mobile editing tool that meets all editing needs
Sample slides can be found below, with numbers adjusted to comply with the NDA.
Sample slide breaking down key statistics for a question
Sample slide analyzing a question through segment comparisons
Impact
The study drove sales teams to secure Dolby Vision recording licensing in social media apps, with Xiaohongshu (RedNote) becoming the first social media app to offer Dolby Vision recording — a major win for the China team.
It also influenced the mobile product team’s roadmap, sparking exploration of a video editing product for non-professional users.
Reflection
A close partnership and continued dialogue with the China team were crucial in creating a culturally-accurate questionnaire and market-relevant insights. For example, the study also uncovered a uniquely local behavior: a small percentage of users preferred image-editing cameras like Meitu, highlighting the value of aesthetic-driven tools in China.