A Qualitative Method for Segmentation - Pia Stork

67 %
33 %
Information about A Qualitative Method for Segmentation - Pia Stork
Business & Mgmt

Published on October 2, 2008

Author: inma08



INMA - Research Seminar 2008 A Qualitative Method for Segmentation

Opening statement (2006) The Danish newspaper market is at “WAR“ Update from the front!!!

Opening statement (2006) The WAR started on the 14th of August 2006: •  new regional afternoon free paper has been A published. •  etro has launched a national afternoon edition M (now 2 editions per day). Aften •  e (JP/Politiken) have launched a new free W newspaper (called quot;24 hoursquot;) - home delivered before 7.00 a.m. •  ur competitor (Orkla) has also launched a new O free newspaper (called quot;Datoquot;) - again home delivered before 7.00 a.m. •  nd a new quot;playerquot; in Denmark (Dagsbrún from A Iceland) launched a free home delivered newspaper. NYHEDSAVISEN

Opening statement (2008) x The WAR ended on the 1st of September 2008: •  entrum was merged with 24hours. C •  etro stopped the national afternoon edition M (back to 1 edition per day). x Aften x •  e (JP/Politiken) sold 24 hours to metro Denmark. W •  ur competitor (Orkla) closed quot;Dato“ O SOLD x •  nd “Nyhedsavisen” closed the 1st of September A NYHEDSAVISEN

Opening statement (2008) So the “WAR“ is over!

INMA - Research Seminar 2008 A Qualitative Method for Segmentation

Segmentation in archetypes Normally we segment our buyers by frequency: 20% of our buyers are High frequented buyers 30% are Medium frequented buyers and 50% are Low frequented buyers SO - Why archetypes????

Segmentation in archetypes Today this segmentation has become inadequate: •  Growing multitude of consumer choice •  Increased individualization and fragmentation of consumption and readers' habits

Segmentation in archetypes Ekstra Bladet has chosen to “turn over a new leaf”: •  Reading situations •  Readers perspectives •  Motivation •  Attitudes

The phases of the Archetype project Explorat ive Quantifi- Desk Research Implement Worksh cation Visualization ops

Desk Research Information Gathering all the information we have: •  Demographics •  Geographic's •  Reading frequency •  Buying frequency •  Image •  Interests

Explorat ive Worksh 24 hours of tape ops 6 Workshop in different target groups High freq. Medium or low Readers buyers freq. buyers - non buyers 18-35 1 3 5 36-55 4 6 56 + 2

Explorat ive Worksh the guide ops We need to know: •  Media habits during the day •  “Kind of reading” •  Mapping the competitors •  Motivation to read •  Preferences •  The ideal paper

Quantification defining the archetypes 1200 CAWI interview: •  Newspaper habits •  Other media habits (TV, radio, web etc.) •  40 statement to define the archetypes •  30 words to define the paper landscape

Quantification Discriminant Analysis Using the 40 statements: •  12 questions 2 •  Explains “R ” 76%

Visualizat ion Understanding the new types •  Comic strip character •  Film

Visualizat ion

Visualizat ion

Visualizat ion

Visualizat ion

Visualizat ion

Impleme nt Puzzles Shopping Living Reading Other media

Impleme nt The wall of tomorrows paper

Two VERY different segmentation models High frequented buyers Medium frequented buyers Low frequented buyers

Thank you for listening Pia Stork Ekstra Bladet

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Stork | LinkedIn

Stork is an at-home conception aid which can be used by couples who are trying to become pregnant ... A Qualitative Method for Segmentation - Pia Stork ...
Read more

Qualitative Research - B2B International

We conduct the full range of qualitative research methods, ... Segmentation Research; ... Qualitative methods can be used stand alone or dovetailed with ...
Read more

An Automatic Segmentation Method for MRI Multiparametric ...

implementation of an automated method for digital volume segmentation, ... represent a qualitative measure instead than a quantitative ... via Opera Pia .
Read more

Market Segmentation Research &rArr Benefits | Psycographic ←

... portfolio of market segmentation research methods: ... qualitative market segmentation research effort ... Quantitative Market Segmentation Methods:
Read more

Segmentation of medical images with a shape and motion ...

... T Netsch, C A Cocosco, G Lund, A Stork ... provides useful quantitative ... left ventricle segmentation, the method generalizes to ...
Read more

Breast Tissue 3D Segmentation and Visualization on MRI

Tissue segmentation and visualization are ... and quantitative analysis. Segmentation is ... segmentation are the main methods ...
Read more

Automatic image-driven segmentation of the ventricles in ...

... Netsch T, Vonken EJ, Lund G, Stork ... method for the automatic segmentation of ... method was demonstrated through a qualitative ...
Read more

Intracranial Aneurysm Segmentation in 3D CT Angiography ...

Intracranial Aneurysm Segmentation in 3D CT Angiography: Method and Quantitative Validation Azadeh Firouzian a,b,R.Manniesinga,b, ...
Read more