A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.
Project Affluent showcases how creative research helped to turbocharge the Audi brand.
A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.
The problem: Is there a fast and easy way to segment consumers in most contexts and across categories? Solution: Develop a new market segmentation model that helps predict personality dimensions, decision patterns, emotions, and attitudes towards brands and products based on what consumers wear. We developed the Dress Map Model that categorise consumers in terms of five profiles: Pristine, safe, trendy, belligerent, and relaxed. The Dress Map Model is a good complement to existing segmentation methodologies and can be implemented in interviews, observations, questionnaires, and self-reports. We discuss the potential of the model for both industry and government.
The problem: Is there a fast and easy way to segment consumers in most contexts and across categories? Solution: Develop a new market segmentation model that helps predict personality dimensions, decision patterns, emotions, and attitudes towards brands and products based on what consumers wear. We developed the Dress Map Model that categorise consumers in terms of five profiles: Pristine, safe, trendy, belligerent, and relaxed. The Dress Map Model is a good complement to existing segmentation methodologies and can be implemented in interviews, observations, questionnaires, and self-reports. We discuss the potential of the model for both industry and government.
We demonstrate how we helped feed the innovation funnel of Barry Callebaut with product ideas that have a higher likelihood of success. We show the importance of working from a motivational and multi-sensory perspective in uncovering a completely new consumer experience that can generate strong emotional impact that lasts and anchors itself in consumers' memory.
We demonstrate how we helped feed the innovation funnel of Barry Callebaut with product ideas that have a higher likelihood of success. We show the importance of working from a motivational and multi-sensory perspective in uncovering a completely new consumer experience that can generate strong emotional impact that lasts and anchors itself in consumersâ memory.
Capsule-invited country: Bolivia
With the emergence of behavioural measurement and profile analysis on internet sites, companies now have the opportunity to target various Internet populations on a large diversity of web sites and/or channels of site. Setting up oneâs online media plan not only means chasing after âgeneral public sitesâ with high visibility, but also analysing affinities of target populations with multiple channels and identifying market niches. This paper aims at underlining the great potential of online media planing as compared to other traditional media. It raises the issues of selecting appropriate indicators so as to better target profiles, and choosing appropriate data collection techniques that thus allow a consistent level of analysis. Specific cases of online media plan are used to illustrate the paper.