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Target insight ® : Post-quanti qualitative
research
For a true understanding of consumer segments
Knowledge of the consumer
segments identified in quantitative research
We
know that consumers don't all have the same tastes or
behavioural patterns. Some quantitative studies enable
us to identify segments of the population with the same
tastes (preference mapping) or buying behaviours (information
from a databank for example).
But what else do we know about each of these segments?
• Traditional socio-demographic data is often irrelevant
• And even if we do know the element unifying the
segment, we do not know anything about the decision process
linking the segment of the population to this element.
So how do we then fully meet the needs of each of these
segments:
• How do we develop an adapted mix if a new product
proves to have good potential in one specific segment
and only that one?
• How do we find the right target in the overall
population to interview so that they can validate the
product specifically aimed at this target?
Tell me what you like and I will tell
you who you are
Extensive research experience has shown us that the definition
of a segment is a lot more complex than the simple choice
factor that defined it initially; we observe that this specific
choice is based on particular personal development and that
person's own particular sensitivities.
When consumers have a taste or buying behaviour in common
to form a segment, they also often have other common points
such as their personality, perceptions or motivations.
We notice that each segment has an overall underlying dynamic
that:
• Not only explains the reasons for and significance
of choices
• But also opens up a strategic field of action which
is both wider and more specific, for a perfect fit with the
target.
As long as a psycho-behavioural profile can be defined for
the population segments that interest us, then it is possible
to meet their expectations and needs, use the right messages
to reach them and identify them for all future development
tests.
A
very in-depth qualitative approach
In order to really understand each segment, we conduct a
very extensive and detailed exploration of each consumer:
• Observation of living environment, physique and dress
style
• Questions about personality, way of thinking, type
of social, professional and emotional life, leisure activities,
tastes and consumption habits
• Investigation of the link with the unifying element
of the segment to which the consumer belongs
• Analysis of the consumer's discourse, in terms of
content as well as style and tone.
• Psychological analysis of the perceptive and motivational
dynamic
Then transversally:
• Revelation of the similarities and differences between
the segments.
To
in the end:
• Draw up a specific psycho-behavioural profile
for each of the segments
• Help construct a model for identifying the
segment in the population as a whole
• Define a marketing strategy adapted to the
sensitivities of each target and develop coherent and fruitful
mixes
Contact
reperes@reperes.net
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