Segmentation guide-for-tgi-i-i-web (2)

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  • Having used TGI on segmentation studies, I can confirm their expertise and efficiency.
    I'd particularly emphasise the Discovery Phase on p.7. If you emerge from this phase with hypotheses rooted in customer psychology, you will develop a segmentation that eludes your competitors
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Segmentation guide-for-tgi-i-i-web (2)

  1. 1. BRIEF SEGMENTATION GUIDE Duncan Stark Business Development Consultant +44 (0) 208 433 4243 duncan.stark@kantarmedia.com 1
  2. 2. OUR APPROACH & TIPS FOR SUCCESS 2
  3. 3. OUR APPROACH TWO AREAS OF EXPERTISE TGI Originating Segmentation Linking Existing Segmentation to TGI Strategic (eg new markets) Multiple Applications (eg comms, npd) Typically Financial Services, Leisure, Travel Typically FMCG, Telcos, Electronics, Pharma, Govt 3
  4. 4. OUR APPROACH – TGI ORIGINATING SEGMENTATION PRIOR TO BEGINNING… • • • • Establish objectives of the segmentation Establish the desired segmentation criteria („themes‟) Establish feasibility: are TGI statements likely to provide relevant discrimination? Build on existing knowledge… 4
  5. 5. PRIOR TO BEGINNING THE SEGMENTATION…. ….MUST ENSURE BUY-IN FROM KEY STAKEHOLDERS 5
  6. 6. PRIOR TO BEGINNING THE SEGMENTATION…. ….THE UNIVERSE MUST BE CONSIDERED CAREFULLY 6
  7. 7. OUR APPROACH TYPICAL WORKFLOW Discovery Phase Conduct audit of existing data sources including TGI to identify key themes and areas to explore Identification of the main criteria of Segmentation Then select the most appropriate Input Variables (IVs) from TGI to reflect these criteria Summarise these variables in workable Dimensions (Factor Analysis) Groups the IVs in a robust and reliable way, potentially allowing new themes to be uncovered Run the Segmentation (Cluster Analysis) Partitions the market into a number of different segments, each has specific attitudinal and behavioural characteristics that will distinguish them from the rest. Each group will however be statistically similar in internal make-up, enabling tailored targeting Create detailed Profiles of resulting segments Using the breadth of TGI data to deliver in-depth profiles of identified target segments. This is highly insightful, reliable and actionable (given the common language that TGI is to creative agencies and media planners) 7
  8. 8. OUR APPROACH ONCE THE SEGMENTS HAVE BEEN PROFILED • • • Communication of the results to inspire and generate actions Keep the research agency involved even post-delivery Regular updating 8
  9. 9. ONCE THE SEGMENTS HAVE BEEN PROFILED…. ….THE SIGNIFICANCE OF NAMING SEGMENTS 9
  10. 10. SUCCESS WHAT DOES SUCCESS LOOK LIKE? Success is when people are using the segmentation; when actions are driven by what you‟ve learned; when your people are using the names of the segments all the time; and media buys are orchestrated by the segments Success is seeing it integrated into everyday decision-making and strategy There are of course the „bread and butter‟ rules of segmentation. To make them: intuitively correct, replicable, identifiable, differentiated propositions, meaningful from a targetting perspective 10
  11. 11. FAILURE WHAT DOES FAILURE LOOK LIKE? If I didn‟t do anything to build consumer empathy, I would feel like I failed Misunderstanding of the limitations; the segmentation is not always the answer to questions, in particular when the question behind them is different When it sits on a shelf and people go about their business as usual Something that look like an expensive academic exercise; inaction, no one does anything with it 11
  12. 12. LINKING EXISTING SEGMENTATION TO TGI OUR PREFERRED APPROACH 1 Identify TGI variables to add to / harmonise with the ad hoc survey 2 Discriminant analysis identifies a) which variables best classify TGI respondents into client segments and b) a mathematical model to compute “best fit” 3 This model or algorithm is applied at a respondent level (i.e. line by line) with every respondent being allocated to the best fit segment 4 A customised TGI database is created with the segments appended 12
  13. 13. TURNING OUTPUTS INTO ACTION 13
  14. 14. TURNING OUTPUTS INTO ACTION A RANGE OF OUTPUT FORMATS 14
  15. 15. TURNING OUTPUTS INTO ACTION EMBEDDING THE SEGMENTATION TO ENSURE SUCCESS • • • • Reanimation Workshop Golden Questions / Intranet Modules Inspiring creative materials (top-trumps, voxpops, etc) Provision of Database (linked to TGI) “I feel I now really understand who our segments are as people” 15
  16. 16. REANIMATION WORKSHOP BRINGING DATA TO LIFE • • Conventional presentations are helpful but have limitations Reanimation workshop attempts to bring the research to life • Live session involving all key stakeholders • Engaging for non-researchers • „On the fly‟ analysis via TGI database allows hypotheses to be tested but ensures that researchers remain in control • Minimises stereotyping • Handouts, stimulus material (eg swag bags, mood boards) used to inspire and make more memorable • Fun and engaging way to digest results and drive the insight through the organisation 16
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