Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values, and behaviours to determine strategies to implement. Understanding the dynamics of an influential audience like Hispanics, and an ever-changing region such as Latin America, requires a deep exploration of their past, present and future. Insights from the Cultural Pulse, a research partnership between Univision and GfK, shine a critical light on how US Hispanics and Latin Americans are navigating a complicated world. Facing an unpredictable social landscape, less than a quarter (21%) of Hispanics feel that they can trust the US government to tell them the truth.
We all love and use buzz words. Such as data-driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data sources.
We all love and use buzz words. Such as data driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data sources.
Segmentation is a daunting task for the researchers regardless of the category. in Saas 'Freemium' business, adopting a layered approach for integrating multiple sources of data into segmentation is challenging but well worth the effort. Triangulating the primary and secondary sources of data requires subtle alchemy- the magical process of transformation, when everything starts making sense. Users' needs, feature requirements, engagement level, revenue implications, their motivations and aspirations everything come together and bring the segments to life.
Exploring the creation of data-driven buyer personas combining psychographic and demographic data to know who speaks about them.
Through this paper you will learn how Fitness First and Chime Insight & Engagement (CIE) worked together to deliver this project and turned a highly detailed and accurate piece of data analysis around six segments into an engaging and usable toolkit. This solution has been utilised throughout the business of 14,000 staff, across the entire customer journey used by one million members across 16 markets.
The paper describes an in-depth segmentation analysis of online and offline shopper activity and explores the demographic and cybergraphic similarities and differences among the various segments. In addition, key driver analysis provided us with a deeper understanding of what drives consumers to spend and make purchases online. This type of research will be of use to retailers both online and traditional to improve their marketing and retailing strategies by gaining a better understanding of their customers' online and offline behavior.
This paper demonstrates through a case one way to integrate traditional inferential research based on random sampling with the more recent online research based on (self-selected) panels, thereby making use of the strengths of both approaches. The focus of the case is segmentation research, but the principles should be applicable to other areas as well.
The aim of the paper is to show the common points in the segmentation of young consumers (0-25 years old), who have different back grounds (family, school, consumption, media...). Some attitudes and behaviours between the youngers are influenced by factors that are no more national (music, fashion, films etc.)
This chapter describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on life style related parameters which, unlike the existing system, work very well for premium products and services. The results are based on experiments carried out during the last four years.
The paper reveals the importance of the individual business traveller as the hotel choice decision maker; the 'satisfier' nature of hotel buying with guests' aiming to minimise the risks they take when buying a hotel room; the strong influence of branding on the hotel choice process and the importance of setting and maintaining brand standards; an increase in business guests' ability to differentiate between the various hotel products; and the need for improvements in hotel facilities and, in particular, in the quality of service.