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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 f...
Opening statement (2006)
  The WAR started on the 14th of August 2006:

  •  new regional afternoon free paper has been
  ...
Opening statement (2008)



                                                         x
  The WAR ended on the 1st of Septe...
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
3...
Segmentation in archetypes



Today this segmentation has become inadequate:

•  Growing multitude of consumer choice
•  I...
Segmentation in archetypes



Ekstra Bladet has chosen to “turn over a new leaf”:

•    Reading situations
•    Readers pe...
The phases of the Archetype project




                 Explorat
                      ive   Quantifi-
 Desk Research    ...
Desk Research
                Information


        Gathering all the information we have:

        •  Demographics
      ...
Explorat
     ive
Worksh         24 hours of tape
    ops




     6 Workshop in different target groups



              ...
Explorat
     ive
Worksh       the guide
    ops




     We need to know:
     •  Media habits during the day
     •  “Ki...
Quantification
                 defining the archetypes


1200 CAWI interview:

•    Newspaper habits
•    Other media hab...
Quantification
                 Discriminant Analysis

Using the 40 statements:

•           12 questions
                ...
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 me...
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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A Qualitative Method for Segmentation - Pia Stork

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A Qualitative Method for Segmentation - Pia Stork

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

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