Sihtgrupid ja demograafia

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  • Sihtgrupid ja demograafia

    1. 1. 4 C-D sihtgrupi lähivaade
    2. 2. ALISTUJA ELLUJÄÄMINE Law & Order Past orientation How it used to be Resistance Rigidity & discipline Roles and rules to changeDo your duty! Trust an expert… National chauvinism Young men in the army Those Responsive to in charge know best authority hierarchy Class A woman’s place is in the Enjoy the quiet life home
    3. 3. VÕITLEJA PÕGENEMINE education Poor Frustrated Gang culture material desire Break the rules to survive Junk food diet Low self-esteem Tough on Lacking direction in life outside the Escape through alcohol, drugs & TV Self-sacrifice Alienated in a consumer societybelonging: tattoos & scars Rites of depressing Reality is Find it difficult to set and achieve goals Desire outside help
    4. 4. PEAVOOL TURVALISUS Avoid confrontation Obey the rules Family & home Part of the crowd, neighbourhood or Avoid risk nation Conventional & conformist at all cost The role of Comfortable feeling of routine mum or dad Self-sacrifice Save for the future – especially for the children Organisation & order Price conscious Everything has its place
    5. 5. IHALDAJA STAATUS Material desire rules Appear rich! Appeara social world, It’s attractive Fashion leaders and mostly it’s fun What’s the next Overstretched credit acquisition? How am I perceived? Visual gloss Keep up with society Everything has an image value Imaginative & complex Underneath is unsureness Searching for formulae and frameworks
    6. 6. EDUKAS KONTROLL Enduring institutions Enjoy seeing diagrams of how things Competitive work Complex, Natural delegators Firm, timely judgement but tidy Strong goal orientation Keen to understand possibilities Prestige brands mark discrimination Work ethics & Firmness, stability and duration organisation Organising complexity Meet the challenge with achievement Self-reward and self-affirmation
    7. 7. AVASTAJA Love taking risks +LY Open2change Who am I? AVASTUS Shock factor! Break established Experiment with life Nothing in Adept at decoding messages rules & guidelines boxes! Extreme adrenaline experience Ridicule convention Acquisitions ultimately disposable Establishing personal difference Respond to impulse Ambiguity, crazy logic, the surreal
    8. 8. REFORMAATOR VALGUSTATUS Freedom from restriction Free & open Personal growth Unexpected Tolerance of chaos point of view Curious & enquiring First rule of freedom is to disagree... Freedom to ask questions aesthetics & awareness Creativity, Decision-making based on intrinsic values Not one right answer Love words & debate Unimpressed by status
    9. 9. DEMOGRAAFIA
    10. 10. DEMOGRAAFIA MAINSTREAM Married, retired, female, home wife, coping on income
    11. 11. DEMOGRAAFIA MAINSTREAM Married, retired, female, home wife, coping on income RESIGNED Retired, widowed, aged 65+, left school under 14, laborers
    12. 12. DEMOGRAAFIA MAINSTREAM Married, retired, female, home wife, coping on income RESIGNED Retired, widowed, STRUGGLER aged 65+, left school Unemployed, laborer, difficult under 14, laborers on income, skilled worker, male
    13. 13. DEMOGRAAFIA MAINSTREAM Married, retired, female, home wife, coping on income ASPIRER Single, 18-29, male, full-time employees, students RESIGNED Retired, widowed, STRUGGLER aged 65+, left school Unemployed, laborer, difficult under 14, laborers on income, skilled worker, male
    14. 14. DEMOGRAAFIA EXPLORER Single, 18-29, MAINSTREAM students, finished Married, retired, college at 24-27 female, home wife, coping on income ASPIRER Single, 18-29, male, full-time employees, students RESIGNED Retired, widowed, STRUGGLER aged 65+, left school Unemployed, laborer, difficult under 14, laborers on income, skilled worker, male
    15. 15. DEMOGRAAFIA REFORMER Full-time employee, single, 30-39, left education at 24-39 EXPLORER Single, 18-29, MAINSTREAM students, finished Married, retired, college at 24-27 female, home wife, coping on income ASPIRER Single, 18-29, male, full-time employees, students RESIGNED Retired, widowed, STRUGGLER aged 65+, left school Unemployed, laborer, difficult under 14, laborers on income, skilled worker, male
    16. 16. DEMOGRAAFIA SUCCEEDER Comfortable on income, married male, professional or senior management REFORMER Full-time employee, single, 30-39, left education at 24-39 EXPLORER Single, 18-29, MAINSTREAM students, finished Married, retired, college at 24-27 female, home wife, coping on income ASPIRER Single, 18-29, male, full-time employees, students RESIGNED Retired, widowed, STRUGGLER aged 65+, left school Unemployed, laborer, difficult under 14, laborers on income, skilled worker, male
    17. 17. 100 Reformer 90 SELF-EXPRESSION 80 70 Explorer Succeeder INDIVIDUALITY CONTROL 60 50 Mainstream SECURITY 40 Aspirer STATUS 30 20 Resigned 10 Struggler - ESCAPE SURVIVAL 0 18 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65 to 69 70 to 74 75, BAV Wave 2: 7 Countries - 13080 Respondents - France, Germany, Italy, Netherlands, Spain, Switzerland, UK
    18. 18. 4CS ADOPTION GROUPS
    19. 19. 4CS ADOPTION GROUPS INNOVAATORID Reformaator + avastaja
    20. 20. 4CS ADOPTION GROUPS VARAJASED INNOVAATORID OMAKSVÕTJAD Reformaator + avastaja Õnnestuja + ihaldja
    21. 21. 4CS ADOPTION GROUPS VARAJASED INNOVAATORID OMAKSVÕTJAD Reformaator + avastaja Õnnestuja + ihaldja KESKMISED Peavool
    22. 22. 4CS ADOPTION GROUPS VARAJASED INNOVAATORID OMAKSVÕTJAD Reformaator + avastaja Õnnestuja + ihaldja KESKMISED Peavool AEGLASED Alistuja + Võitleja
    23. 23. Vanemad Õppimiskurv täiskasvanud Õnnestuja KONTROLL Reformaator ENESETEOSTUS Peavool Avastaja TURVALISUS INDIVIDUAALSUS Ihaldaja STAATUS Alistunud ELLUJÄÄMINE Võitleja ESCAPE Noorte puhul
    24. 24. Succeed er Reformer CONTRO SELF-FULFILMENT L Explorer INDIVIDUALITY Mainstrea m Asp SECURITY irer Resigne STA d Strugg TUS SURVIVA ler L ESCA PE

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