The technology we are going to describe has been developed as a composite procedure, which retains flexibility, whilst solving the problems of interlocking complex interviewing and analysis systems. We have named this composite system, The Consumer Oriented Grid Group Interview (COGGI) technique. We present it here as a relatively cheap and fast method of obtaining marketing strategies based on a type of consumer segmentation.
The problem consisted in promoting the sales of two cigarette brands: A. Cigarettes, rather strong-tasting American conventional filter-tipped cigarettes; - B. Cigarettes, blond cigarettes, with a very light aroma thanks to its very efficient active carbon filter. Consequently, we had to find the occasions and means to get these cigarettes tasted by the most interesting population segments and sometimes create events likely lo allow this promotional action to unfold under optimum conditions by making sure that the actual event would not relegate the brand into the background. This is what we call the F.O.P. rule : "Focus on Product".
On the working ground of market-research a striking ambivalence is to be stated in the expectations-with respect to' the contributions of the psychologist. On the one side, one demands of the psychologies an insight as. "deep" as possible into the behaviour of the consumer, i.e. a knowledge of factors determining large segments of this behaviour. Some disappointment is to be noted, if the psychologist cannot answer the why-question that may be put in connection with each reply. On the other side: one demands of the psychologist and justly so - an exact measurement of data, an exact determination of the measure in which certain factors influence the behaviour, on exact ascertaining of the frequency with which these factors play a part. One might state that these typo expectations are indeed not principally incompatible however, in the present state of psychological science they are. The same contrarieties one meets with respect to the expectations regarding the contribution a psychologist can deliver for a typology of the consumer.
On the working ground of market-research a striking ambivalence is to be stated in the expectations-with respect to' the contributions of the psychologist. On the one side, one demands of the psychologies an insight as. "deep" as possible into the behaviour of the consumer, i.e. a knowledge of factors determining large segments of this behaviour. Some disappointment is to be noted, if the psychologist cannot answer the why-question that may be put in connection with each reply. On the other side: one demands of the psychologist and justly so - an exact measurement of data, an exact determination of the measure in which certain factors influence the behaviour, on exact ascertaining of the frequency with which these factors play a part. One might state that these typo expectations are indeed not principally incompatible however, in the present state of psychological science they are. The same contrarieties one meets with respect to the expectations regarding the contribution a psychologist can deliver for a typology of the consumer.