The quality of answers we get are proportional not only to the quality of questions we ask, but how we ask them. Clients are facing unprecedented clutter, competition, complexity and consumer sophistication. Increasingly, qualitative research is being sought to strip the consumer bare - to reveal the deepest, most human truths, to unleash creativity in unprecedented ways, to facilitate stories and unearth insights that inspire 'future-proof' brands. As clients recognize that mass marketing is old and ailing, as psychographic and segmented approaches are being more widely adopted, as creating experiences that stretch brands without breaking them become all too important, as the world becomes a lot more nuanced, it has never been a more appropriate time to approach the consumer differently.
Exploring the creation of data-driven buyer personas combining psychographic and demographic data to know who speaks about them.
The present and future of TV is about deep understanding of the audiences. Big Data is enabling us to exploit this understanding in order to create more value. Television is the intersection of Content and Technology. Demographics do not explain audiences viewer behavior. Not all audiences are made equal. And demographics do not determine the way individuals watch TV. Psychographic differences determine habits as well as screens use. Different content for different audiences , huge targeting and segmentation weapon. Audiences evolve and become more sophisticated as time goes byâ¦
Exploring the creation of data-driven buyer personas combining psychographic and demographic data to know who speaks about them.
This paper offers the key findings from a study done on Generation Y (born 1980 to 1990) in China, providing a close look at these new Chinese super consumers that shape the presence and the future of the mass Chinese consumer society. By exploring their values and orientation, their role in consumption, their preferences of and affinities with brands as well as their social media influenced way of assessing communication messages, the study draws a fascinating picture of a generation full of opportunity, living in parallel worlds. The paper covers numerous and various marketing, brand and communication cases. Based on insider knowledge, a high inspirational value with an added practical value will be delivered.
We all know companies hold more customer data than ever before, but how can we successfully marry this to primary research? What's the best way to map psychographic data (attitudes, behaviours, responses, etc.) to the data you reliably have for all your customers or prospects? With a mature customer base and a propensity model that had outlived its usefulness, Sky's reward-based 'Introduce A Friend' referral scheme had achieved relatively low recent uptake. Sky wished to understand if there were customers for whom different propositions and contact strategies would be more successful. A 'reverse' segmentation of its customer base, mapping survey data onto existing fields, enabled Sky to tailor and target its referral scheme to specific customer groups, and thereby open up new headroom.
This study approaches, in exploratory way, the use of a Segmentation system by Personality Features to understand the differences of behavior of the Brazilians regarding the acquisition of private pension funds. This type of market segmentation is one of the focuses of psychographic segmentation and it is supposed beforehand the perception that many purchase behaviors and consumption cannot only be explained by differences of gender, income, age, marital status and other consumer demographic variables.
The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the method of ethnographic interviewing (methodological side) and how research results are taken into account in decision-making for a special media product created for the researched target group (content side). The importance of our role as more of a partner than a supplier for the client is discussed, and the importance of psychographic approaches and the theoretical background of modern qualitative research is illustrated.
Since entering the local market ratings arena in 1996 there has been considerable interest in ADcom's set meter panel (with viewers modeled) as an alternative to the current people meter panels). ADcom has successfully used the large cable panel samples to develop a single source database encompassing a wealth of valuable information for local markets. Television ratings data combined with qualitative data enable a unique targeting and selling tool. Over the years, advertisers have targeted groups demographically. Until recently, in local cable advertising, this was the only available method for measuring like groups. Optimizers have become the new, more accurate tool for measuring people with similar interests, allowing an advertiser to target their core customer, regardless of age. This process links qualitative data and quantitative data to find the more-true target audience, resulting in a more effective planning process. Psychographics and qualitative data can help advertisers increase their ability to target their audience using meaningful audience descriptors in order to increase advertising efficiency. The larger sample size facilitates the use of such highly targeted subgroups.