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
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
