Following Europe and India, DXOMARK carried out research on smart phone portrait photography in China

(June 12, 2024, Paris) Following Paris and Mumbai, DXOMARK, a global leader in the field of quality assessment of professional and consumer electronic products, launched the latest DXOMARK Insight The project has been strongly supported by Labbrand, an organization with professional investigation team recruitment and field research experience.

What is DXOMARK Insight?

DXOMARK Insight is a new service for OEMs, including technical and operational guides, designed to help OEMs Achieve its quality objectives 。

The project is designed by DXOMARK's image quality experts. Through localized qualitative surveys, feedback is collected from consumers and analyzed to identify and study the biggest challenge in smartphone portrait photography and rendering. Its goal is to improve user satisfaction so as to help manufacturers (smart phones, laptops, doorbells, automotive industry, etc.) build the best equipment. The first DXOMARK Insight project focuses on smartphone portrait photography, which accounts for the vast majority of photos taken by consumers worldwide ^[1] 。

Smart phone portrait photography, a key challenge facing China's smart phone industry

With the improvement of smartphone camera quality year by year, users naturally want to get high-quality photos, especially when shooting "friends and family" portraits. In the DXOMARK database, the iPhone and Huawei devices have improved their scores on the "friends and family" subitem through four generations, which fully proves this point.

The appearance quality of a photo largely depends on the color and texture of the skin. The latest DXOMARK industry survey in 2023 ^[2] 75% of smart phone and chip industry co participants confirmed that some Darker skin The presentation of is still a huge challenge in the field of mobile photography. The main pain point is how to Provides pleasant brightness and tone for all skin tones.

In addition to decades of industry trends collected, DXOMARK Insight also regards China as an important destination for its projects. China is a very mature market, which has always maintained rapid development in camera quality, and has the widest range of flagship camera types. Among these flagship devices, 7 have entered the top 15 of the DXOMARK camera ranking, with wide product positioning and different image quality. This diversity and the pursuit of symbolic features will naturally lead to different user satisfaction, which is one of the main reasons for DXOMARK to launch "Insight into China".

Unique methodology

stay DXOMARK Insight into China In the project, DXOMARK entrusted Labbrand to create a diversified group consisting of 80 consumers (aged between 20 and 60) and 10 professional photographers. Each participant will view hundreds of photos without specifying which equipment to use. Through unique data collection and questionnaire survey methods, DXOMARK image quality assessment team is establishing The most comprehensive user preference database, providing evaluation indicators for the definition of image quality standards 。

We will shoot 400 scenes in different places, at different times and under different conditions in Shanghai with the latest flagship equipment, including:

-Apple iPhone 15 Pro Max

-Glory Magic 6 Pro

-Huawei Pura 70 Ultra

- OPPO Find X7 Ultra

-Samsung S24 Ultra

- vivo X100 Pro

-Xiaomi 14 Ultra

All photos taken will be evaluated by consumers and professional photographers participating in the survey on the HDR display screen, which is equipped with DXOMARK's unique Software The solution can accurately present each HDR image format for fair blind test comparison.

In DXOMARK's insight into China, DXOMARK adopted a unique methodology to conduct a comprehensive survey of common use scenarios, environments and conditions, and used seven smart phones and a professional digital SLR camera to shoot 400 scenes, which represent the real use scenarios in the daily life of Chinese consumers.

Without knowing the equipment used, participants were investigated in two steps:

1 - Participate in shooting: take your own photos

2 - Compare the overall quality of paired images

Based on this, DXOMARK introduces a data drive Satisfaction index, combining three different indicators:

1 - Critical Difference (JOD) Scale

2 - Rejection rate

3 - Average rejection rate

The satisfaction index ranges from 0 to 100, which is related to low rejection rate and high JOD. At the same time, a threshold will be defined as a key indicator to evaluate user satisfaction, providing valuable insights for individual and group level perception of equipment shooting quality.

Supported by Langbiao (Shanghai), a local professional organization

After several weeks of competition with four international agencies, DXOMARK is very pleased to announce Labbrand as a local partner, responsible for recruiting team members and supporting the development of local research.

Labbrand CEO Vladimir Djurovic said: "The cooperation between DXOMARK and Longbiao on the DXOMARK Insight China project is the integration of two unique professional technologies: the analysis of DXOMARK image data and the ability of Longbiao consumer research. After a year of preparation, Longbiao is honored to stand out among the partners of the DXOMARK Insight China project. The DXOMARK Insight into China project adheres to its unique approach, which will show the unprecedented expectations of Chinese mobile phone users for video portrait shooting, and serve the mobile terminal industry with innovative experience and brand differentiation. "

Fr é d é ric Guichard, CEO of DXOMARK, said, "The DXOMARK Insight into China project, which we carried out in cooperation with Longbiao, was officially launched. This cooperation has provided excellent expertise and precise technical support for our project research. In terms of group recruitment and field operation, Langbiao demonstrated its outstanding professional skills, which enabled us to collect real and diversified consumer data. This cooperation ensures that our research results are not only highly reliable, but also accurately reflect the needs and expectations of Chinese consumers. Through feasible methods, combined with the on-site support of Landmark and our professional ability in image related technical data analysis, we are confident in the added value this new product brings to customers. "

//About DXOMARK

DXOMARK, a French technology company, is an international leader in the quality assessment of smart phone cameras, screens, audio and batteries, as well as other consumer electronic products such as cameras and speakers.

As an independent private company, DXOMARK's mission is to help OEMs develop quality products for the benefit of end users.

In order to guide users to make choices, DXOMARK provides the largest product quality evaluation database in the form of scores on its website (dxomark.com,. cn and. fr).

DXOMARK is headquartered in Boulogne Villancourt, near Paris, and has 120 employees, including 100 engineers and technicians. In the past 20 years, these engineers have carried out thousands of tests every year in the 16 most advanced laboratories developed within the company. More than 150 laboratories are 100% used to measure and optimize the quality of consumer electronics products and have been sold to consumer electronics and technology companies around the world.

//About Langbiao

Labbrand, established in Shanghai in 2005, is a leading global brand consulting company. Langbiao is headquartered in Shanghai, China, and has international offices in Paris, New York, Singapore and Malaysia. With professional insights in naming, strategy, research, design, brand building and innovation, we provide professional and accurate brand solutions for customers from all over the world, and help customers achieve brand innovation and brand asset appreciation in the changing business environment. As a leading partner in brand innovation, Longbiao has been recognized by the world's most influential media and selection agencies, and has won more than 70 global top awards such as iF, Red Dot Design Award, London International Advertising Award (LIA), Transform (Asia, North America, Europe), etc.

1. 1: 59% of people mainly use smart phones to take photos of friends and family Source: DXOMARK - YouGov surveyed more than 6000 people in France, the United Kingdom, the United States, India and China in January 2022.  ↑
2. Source: DXOMARK industry survey in 2023, including smartphone OEM manufacturers (accounting for 69% of the industry market share) and chip suppliers (accounting for 65% of the market share) ↑

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