In this presentation you will learn: The story of segmentation model creation (mistakes, learnings, new ideas), combining NPS (Net Promoter Score) and qualitative research and new product development: studying UX.
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.
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.
Previous work by Maclennan and Mackenzie indicated that while top executives in the pharmaceutical industry often advocate being market oriented and customer focused, few companies (large or small) use market segmentation to its maximum potential. Segmentation often remains largely data-driven, resulting in segments increasingly divorced from segmentation theory. One might take a âDelphiâ approach to developing strategic market segmentation. Starting with a hypothesis, one would seek to validate a strong conceptual model for segmentation. Used implicitly it can improve the quality and focus of problem definition, while explicitly it provides a template for isolating critical decision points and information needs in support of those decisions. Any systematic analysis of the process on comparative product performance and the marketplace would be premature. However, early indicators suggest this approach can produce a higher level of client satisfaction, a more rational approach to setting market research objectives, enhanced market understanding, and more significantly, clinical development priorities reviewed as a result of leveraging information needs more effectively.
The computer age has dramatically changed the way we communicate, exchange information, and conduct commerce. Much the same way the telephone connectedâ people around the world, the computer and the Internet will wire the world. However, computer ownership and Internet access have widened the divide between haves and have-nots. This well-researched divide does not solely exist based on socioeconomic determinants, but also on generational and cultural factors. Utilizing Cultural Access Group's Language Segmentation scheme, this paper addresses the issues described above and provides profiles of different Hispanic market segments, not only in terms of wired versus non-wired Hispanic households, but also acculturation, socio-demographics, and technology usage. Findings will help marketers and advertisers as well as social researchers better understand and access the growing U.S. Hispanic market segment.
In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based upon individual human response and thus segments the population into groups with identical individual response functions with regard to the purchase of the product of interest. I hope to show that the line of reasoning that I will follow can ultimately lead to better understanding of how advertising works than can the traditional way of looking at average responses in a target group defined by demography.
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 past decade has seen an enormous growth in the number of persons from the United Kingdom taking an annual holiday outside the country. Within an overall growth of the market, the most prominent feature has been the increase in the number of persons taking an "inclusive tour" or "packaged" holiday by air.