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A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
A Qualitative Method for Segmentation - Pia Stork
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A Qualitative Method for Segmentation - Pia Stork

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  • 1. INMA - Research Seminar 2008 A Qualitative Method for Segmentation
  • 2. Opening statement (2006) The Danish newspaper market is at “WAR“ Update from the front!!!
  • 3. 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
  • 4. 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
  • 5. Opening statement (2008) So the “WAR“ is over!
  • 6. INMA - Research Seminar 2008 A Qualitative Method for Segmentation
  • 7. 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????
  • 8. Segmentation in archetypes Today this segmentation has become inadequate: •  Growing multitude of consumer choice •  Increased individualization and fragmentation of consumption and readers' habits
  • 9. Segmentation in archetypes Ekstra Bladet has chosen to “turn over a new leaf”: •  Reading situations •  Readers perspectives •  Motivation •  Attitudes
  • 10. The phases of the Archetype project Explorat ive Quantifi- Desk Research Implement Worksh cation Visualization ops
  • 11. Desk Research Information Gathering all the information we have: •  Demographics •  Geographic's •  Reading frequency •  Buying frequency •  Image •  Interests
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. Quantification Discriminant Analysis Using the 40 statements: •  12 questions 2 •  Explains “R ” 76%
  • 16. Visualizat ion Understanding the new types •  Comic strip character •  Film
  • 17. Visualizat ion
  • 18. Visualizat ion
  • 19. Visualizat ion
  • 20. Visualizat ion
  • 21. Visualizat ion
  • 22. Impleme nt Puzzles Shopping Living Reading Other media
  • 23. Impleme nt The wall of tomorrows paper
  • 24. Two VERY different segmentation models High frequented buyers Medium frequented buyers Low frequented buyers
  • 25. Thank you for listening Pia Stork Ekstra Bladet pst@eb.dk

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