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A Qualitative Method for Segmentation - Pia Stork

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

Published on October 2, 2008

Author: inma08

Source: slideshare.net

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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 pst@eb.dk

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