Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Financials and segments
Each story is unique, but to
follow are a few examples
and basic background
information on market
...
Latent Class Analysis and Cluster analysis are statistical techniques
used to segment the sample. For scientific details o...
3
Segmentation Overview
Potential
[score]
Segment
Average
reasonable
spend
Average
max spend
#1
[100%]
7% of Australians
“I’...
Financials and segments
Upcoming SlideShare
Loading in …5
×

Financials and segments

48 views

Published on

Conversations with real customers and potential customers. Collection of robust data, identifies trends and provides data driven consumer insights. Each snapshot is tailored to the client and explores issues market segmentation, optimal pricing, choice modelling and identification of gaps, problems and growth opportunities locally, export and new markets.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Financials and segments

  1. 1. Financials and segments Each story is unique, but to follow are a few examples and basic background information on market segmentation. For further information, or for information on other analysis such as choice modeling, please contact Square Holes. Any confidential information has been removed. All data is fake and illogical. The pages are only for illustration purposes.
  2. 2. Latent Class Analysis and Cluster analysis are statistical techniques used to segment the sample. For scientific details of cluster analysis, refer to ... More “Cluster analysis is an exploratory data analysis tool which aims at sorting different objects into groups in a way that the degree of association between two objects is maximal if they belong to the same group and minimal otherwise.” For scientific details of latent class analysis, refer to the website ... More “Latent Class Analysis (LCA) is a subset of structural equation modelling, used to find groups or subtypes of cases in multivariate categorical data. These subtypes are called ‘latent classes’.” Coding in the questionnaire will collect quota information for sub analysis. This methodology will adequately allow for full analysis between different segments. Balancing the statistical rigour with creative interpretation brings the market segments to life as a clear point of visualisation. Segmentation will allow for greater understanding of the communications needs of all sectors of the community based on understanding and attitudes towards the issues. Segmentation also provides opportunity to define priority segments. The total market believes “...?...” Young Middle OlderLevel 2: Life stage, demographic cross tabulations Level 3: Segments [Groups of people with similar behaviours and/or attitudes] Level 1: Total market What are the market segments – identical within each 4-6 segment, unique between each segment, plus what are the consistent truths?
  3. 3. 3
  4. 4. Segmentation Overview Potential [score] Segment Average reasonable spend Average max spend #1 [100%] 7% of Australians “I’m youthful, active, hard working, and intrigued….” $681 $186 #2 [71%] 20% of Australians “I’ll probably go and check out ….” $966 $126 #3 [31%] 33% of Australians “I’m youthful, active and hard working. I’m likely to spend money in the CBD. I’m interested by the culinary and entertainment offerings….” $156 $107 #4 [16%] 3% of Australians “I’m most likely to want high-end cocktail bars, nightclubs and socialising venues. An all encompassing family friendly space is not a priority for me.” $692 $142 #5 [12%] 24% of Australians “I’m older and my income is lower. When I do spend it’s most likely to be in the suburbs.” $864 $111 #6 [8%] 3% of Australians “I’m interested in the development and I don’t mind a punt, but I won’t spend much and I live too far away to be a regular visitor.” $152 $92 #7 [1%] 3% of Australians “Life’s tough” $580 $120

×