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Aspirational Segmentation

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How UGG harnessed this new technique for developing and visualizing segmentations to inspire designers and marketers. Vital Findings and UGG presented Aspirational Segmentation at 2014 The Market Research Event

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Aspirational Segmentation

  1. 1. How UGG harnessed this new technique for developing and visualizing segmentations to inspire designers and marketers Aspirational SEGMENTATION THE MARKET RESEARCH EVENT OCT 2014
  2. 2. Jason Kramer MANAGING DIRECTOR TimTwichell CONSUMER INSIGHTS DIRECTOR
  3. 3. Justifying research in a non-research culture Lack of believers Tight timeline High stakes Research CHALLENGES
  4. 4. HIGH LEVEL OF CONSULTING: • Understand challenges • Research design • Expertise • Installation ABILITY TO WIN OVER AUDIENCES: • Speak to designers • Engage decision makers (CEO, BOD) Key CONSIDERATIONS
  5. 5. Segmentations focus on the CURRENT MARKET Connecting the Present TO THE FUTURE ASPIRATIONAL SEGMENTATION Designers focus on the FUTURE MARKET
  6. 6. Quantitative SEGMENTATION Multi-sensory INSTALLATION IDIs & ETHNOGRAPHIES
  7. 7. Context-driven MARKET SCOPE Many segmentations ZOOM OUT… creating 5 segments and ignoring 1-2 Our approach was to ZOOM IN… creating 5 segments of valuable and addressable consumers
  8. 8. Binary statements force differentiation and prime for global application Describes Me Much Better Describes Me Somewhat Better Describes Me Somewhat Better Describes Me Much Better WARDROBE CONSISTENCY My wardrobe changes frequently with clothing trends O O O O My wardrobe is very consistent over time FASHION LEADERSHIP I am more fashionable than most of my friends O O O O My friends follow fashion trends more closely than I do Attitudinal MEASUREMENT
  9. 9. ATTITUDE-BASED SEGMENT Segmentation TECHNIQUE BEHAVIORS Attitudinal differentiators must have a behavioral manifestation SEGMENT 1 SEGMENT 2 SEGMENT 3 SEGMENT 4 SEGMENT 5 Brand Retailer Shoe Style Heelsv Sneakersv Flatsv Wedgesv Bootsv
  10. 10. Questionnaire OUTLINE Visual
  11. 11. Visual Questionnaire DESIGN
  12. 12. Visual Segmentation SNAPSHOTS Typical Segmentation Preview Our Segmentation Preview
  13. 13. IDI’s and Ethnographies »»»
  14. 14. The stereotype is the clearest picture of the segment Recruiting the STEREOTYPE
  15. 15. Capturing Respondent EXPRESSION
  16. 16. Home Décor SELECT CARDS
  17. 17. Multi-sensory INSTALLATION »»»
  18. 18. Installation PRINCIPLES SIGHT TOUCH SOUND TASTE SMELL
  19. 19. Aspirational PERSONAS Build an aspirational persona, don’t use one respondent to represent the segment • Represent personas as they want the world to see them • Displayed items they want to own, not what they currently own • Probed on ideal décor, not actual decor
  20. 20. Physical installation/ UP CLOSE
  21. 21. Takeaways: POSTCARDS

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