Market Studies 2
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Contents |
[edit] Market Profiling and Segmentation Surveys
Market Profiling and Segmentation studies are directed at identifying who the customers are, who they are not, and why they are or are not your customers. This is often a descriptive market segmentation and market share analysis
[edit] General Measures That Are Part of a Market Profiling and Segmentation Analysis.
[edit] Segmentation Variables – Demographic
- Demographics (Corpographic if corporate profile)
- Examples: gender, geographic area, age, income, occupation, home ownership, work full time, part time, stage in family life cycle, number living at home, number of children by age group, amount of contact from sales reps
- May want to use measures tied to the Census Information.
- Purchase Role, Process Descriptors (refer to section below)
- Role in the purchase process (influencer, purchaser, user)
- Qualification questions (Identify the role: purchaser of product)
- What can you do about falsification? Divide into channels?
[edit] Purchase History Variables
- Purchases of product category (units and/or $ )
- Purchases of accessory items
- Purchases of substitute items (which brands substitute, how often are substitutes purchased, why)
- Increase or decrease in purchases this year over last
- Increase or decrease in purchases anticipated next year (open ended could fit in here… if they are going to increase or decrease, ask why)
- Share of purchases by brand
- Frequency of trying other brands (also: repurchase cycle, source of purchase — where? Do you plan to purchase there again?)
[edit] Segmentation Variables – Attitudinal, Activities, Interests, Opinions, Benefits Sought
- Attitudes about purchase process
- Attitudes about product category, category brands
- Attitudes about product feature and benefit
- Motivation, precipitating events (such as parenting style)
- Psychographics (activities, interests, opinions)
- Media readership, viewership
[edit] Brand Experience Variables
- Why they purchase their current brand
- Why they don't purchase your brand (if surveying customers, how competitive are you?)
- Perceptions of your brand
- Satisfaction items (satisfaction with brand)
- Brand loyalty items (loyalty to their most preferred brand)
- Awareness of brand,
- Positioning, products, segments
- Knowledge of brands – Which brands do they know about? Which brands are they unaware of? Are they aware of your brand? Which brands are in their consideration set? What is your ranking in the consideration set?
[edit] Other Issues
Other Issues that may be relevant depending on the purpose of the study:
- Value of demographic data
- When to segment based on demographics
- When to segment based on usage scenario
- When to segment based on geographic data