Originally posted by areidjr That statement that Pentax users don't want or need a full frame camera on it's own isn't what bothers me the most it's the follow up that" this is kind of consistent with a lot of the research that we’ve done internally and it’s a little bit rewarding..."
So Pentax's own research is in line with the view that an FF camera is not needed or at least net a priority. Even assuming that it's just Pentax Americas research, that being fed back to headquarters can effect the outcome of any decision to launch such a camera into the marketplace.
As Monochrome said in some earlier post, Pentax USA has efficiently alienated itself from its own market since 1990s, and there are not many people in the streets who have any idea Pentax can make an FF camera, that once upon a time Pentax was a giant of the imaging industry, etc.
People build a picture of expectations on what they see now before them; if I show them some APS-C cameras and a few Qs, why on Earth would they even presume I need to give them an FF offer? They will want better APS-C, better Q. Faster, more responsive, weather protected, etc.
This is the Henry Ford / Steve Jobs paradigm, which describes that people at their present state of mind and amount of knowledge cannot imagine something excitingly new, but only extend on previous. As Ford said, you can't ask them what they want — because they will want just a faster horse, not a car.
You truly need to SUPRPRISE them.
From that perspective, any inquiry Malcolm did in his current market, if it is formulated around "what do you want now?" is simply dangerous for the prospect of any modern marketing company that must INNOVATE and draw attention to itself to stay in the game. Many people may try to imagine an FF in terms of Canon and Nikon flagships, and clearly say "no". So the original presumption remains — the idea about the digital FF is based on preconceived FF offers; people think inside those parameters (price, size, bulk) and imagine same offer from Pentax, with a Pentax logo on top of the pentaprism. That is how far everyday imagination goes.
That FF game is totally changing is confirmed by Sony with their recent RX-1, and anyone who says that Pentax does not need an FF practically seals the fate of the brand. Pentax must
actively join in the highly innovative circle that breaches the preconceived limits and ideas, and drives the imaging industry forward.