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Four Basic Personality Types. April 2001. Attitudinal segmentation only – no demographic or behavioural questions Over 300 questions analyzed – factor analysis, cluster analysis Three years of data (1999-2001) from The Goldfarb Report. Segmentation Methodology. - PowerPoint PPT Presentation
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11
Four Basic Personality TypesFour Basic Personality Types
April 2001April 2001
33
Attitudinal segmentation only – no demographic or behavioural questions
Over 300 questions analyzed – factor analysis, cluster analysis
Three years of data (1999-2001) from The Goldfarb Report
Attitudinal segmentation only – no demographic or behavioural questions
Over 300 questions analyzed – factor analysis, cluster analysis
Three years of data (1999-2001) from The Goldfarb Report
Segmentation MethodologySegmentation Methodology
44
Attitudinal/Psychographic SegmentationAttitudinal/Psychographic Segmentation
Segmentation based on the study of people according to their attitudes and values
Helps marketers match the image of the company and its product offerings with the type of consumer using the product
Helps government departments better understand those using government services and how to communicate to them
Goes beyond ‘lifestage’ and demographics Provides direction on how to attract new/key
customers/audience
Segmentation based on the study of people according to their attitudes and values
Helps marketers match the image of the company and its product offerings with the type of consumer using the product
Helps government departments better understand those using government services and how to communicate to them
Goes beyond ‘lifestage’ and demographics Provides direction on how to attract new/key
customers/audience
The 2001 Goldfarb Segments
The 2001 Goldfarb Segments
66
ESCAPE AND CHANGE
PERSONALCONTROL
HEDONISM &SELF-
ACTUALIZATION
FAMILY AND PROTECTION
Me
Us
Pas
sive
Act
ive
77
ESCAPE AND CHANGE
PERSONALCONTROL
HEDONISM &SELF-
ACTUALIZATION
FAMILY AND PROTECTION
Me
Us
Pas
sive
Act
ive
ProtectiveProviders
(11%)Contented
Traditionalists(14%)
Les“Petite Vie”
(12%)
DisinterestedOutsiders
(6%)
JoinerActivists II
(13%)
Mavericks(9%)
Up &Comers
(13%)
Tie-dyedGrey(9%)
PassiveMalcontents
(14%)
88
Disinterested OutsidersDisinterested Outsiders
Disinterested Outsiders
ApatheticApatheticLittle
Concern for Others
Little Concern for
Others
Ethical Behaviour
Not Important
Ethical Behaviour
Not Important
Uncomfortable with
computers, assistance
from others
Uncomfortable with
computers, assistance
from others
Likely to be Single
Likely to be Single
Lower Household
Income
Lower Household
Income
Younger (under 35)
skew
Younger (under 35)
skew
Materialistic, Not Career-
oriented
Materialistic, Not Career-
oriented
99
Materialistic but price conscious, low income –incentives, deep discounts, financing needed
‘What can you do for me now?’ – need to know how product or service will benefit them now, don’t care about past, future, side benefits
Tone of communication should be irreverent, mocking of establishment – will be turned off by emotional or patriotic approaches
Want non-mainstream items – too much ‘buzz’ and hype will turn them off
Materialistic but price conscious, low income –incentives, deep discounts, financing needed
‘What can you do for me now?’ – need to know how product or service will benefit them now, don’t care about past, future, side benefits
Tone of communication should be irreverent, mocking of establishment – will be turned off by emotional or patriotic approaches
Want non-mainstream items – too much ‘buzz’ and hype will turn them off
Disinterested OutsidersMarketing ImplicationsDisinterested OutsidersMarketing Implications
1010
Tie-Dyed GreyTie-Dyed Grey
Tie-dyed Grey
Liberal, progressive
attitudes
Liberal, progressive
attitudes
Enjoy Being Alone
Enjoy Being Alone
Lower Respect for Authority, Business
Lower Respect for Authority, Business
Urban DwellersUrban
Dwellers
No Children in HH,
Not Married
No Children in HH,
Not Married
Older, retired, English-speaking
Older, retired, English-speaking
Interested in National,
International Events
Interested in National,
International Events
Not Materialistic, Not Success-
Driven
Not Materialistic, Not Success-
Driven
1111
Avoid family-focus appeals, ‘romantic’ approach Non-technical people – less interest in latest
gizmos, marketing should avoid jargon and techno-babble as much as possible
The human touch/personal service key – including availability of after-sales service, live operators
Travel / holiday packages a natural market – especially in places with different culture, interesting history
Avoid family-focus appeals, ‘romantic’ approach Non-technical people – less interest in latest
gizmos, marketing should avoid jargon and techno-babble as much as possible
The human touch/personal service key – including availability of after-sales service, live operators
Travel / holiday packages a natural market – especially in places with different culture, interesting history
Tie-Dyed Grey Marketing ImplicationsTie-Dyed Grey Marketing Implications
1212
Passive MalcontentsPassive Malcontents
Passive Malcontents
Dissatisfied with
Personal Life
Dissatisfied with
Personal Life
Lacking Self-
Confidence
Lacking Self-
Confidence
Passive - Waiting for Others to
Act
Passive - Waiting for Others to
Act
Trusting of Others,
Government
Trusting of Others,
Government
Less Likely to Have
Children in Home
Less Likely to Have
Children in Home
Many Not in Labour
Force/Retired
Many Not in Labour
Force/Retired
Older, English-speaking
Older, English-speaking
Lonely, Solitary Life
Lonely, Solitary Life
1313
Unhappy – products that promise to improve your appearance, your mood, your feelings of self-worth will appeal
Less confident, independent – need full-service offers (delivery, in-home service, lifetime warranties)
Health concerns – but must require minimal effort and expense
Patriotic – stress made in Canada/Canadian heritage Very loyal consumers once product has proven
itself – do not seek out new offerings
Unhappy – products that promise to improve your appearance, your mood, your feelings of self-worth will appeal
Less confident, independent – need full-service offers (delivery, in-home service, lifetime warranties)
Health concerns – but must require minimal effort and expense
Patriotic – stress made in Canada/Canadian heritage Very loyal consumers once product has proven
itself – do not seek out new offerings
Passive Malcontents Marketing ImplicationsPassive Malcontents Marketing Implications
1414
Les “Petite Vie”Les “Petite Vie”
Les “Petite Vie”
Deliberate, Slow PaceDeliberate, Slow Pace
Uncomfortable With ChangeUncomfortable With Change
Very Social In Small Circle of Friends
Very Social In Small Circle of Friends
Strong Views on Crime & Violence in
Society
Strong Views on Crime & Violence in
Society
Small TownSmall TownFemales,Lower HH
Income
Females,Lower HH
Income
French Canadian
(80%)
French Canadian
(80%)
Follower, not a leaderFollower,
not a leader
1515
Challenging for marketers – do not trust outsiders, have small circle of friends, not materialistic, not likely to try new brands, overwhelmingly French
Watch a lot of television (over 34 hours per week, lots of daytime TV) – natural medium of choice for advertisers seeking to communicate to them
Use of trusted spokesperson or expert may help introduce new products, concepts
Home products (cleaning, entertaining, home décor, organizing) a natural fit for these people
Brand names of great importance, emphasize brand history/longevity if applicable, avoid “new and improved”
Challenging for marketers – do not trust outsiders, have small circle of friends, not materialistic, not likely to try new brands, overwhelmingly French
Watch a lot of television (over 34 hours per week, lots of daytime TV) – natural medium of choice for advertisers seeking to communicate to them
Use of trusted spokesperson or expert may help introduce new products, concepts
Home products (cleaning, entertaining, home décor, organizing) a natural fit for these people
Brand names of great importance, emphasize brand history/longevity if applicable, avoid “new and improved”
Les “Petite Vie”Marketing ImplicationsLes “Petite Vie”Marketing Implications
1616
Protective ProvidersProtective Providers
Protective Providers
Family FocusFamily Focus
Hard Working and
Proud
Hard Working and
Proud
Law & Order Focus
Law & Order Focus
Distrust Government,
Politicians
Distrust Government,
Politicians
Less Well Educated, Blue Collar
Less Well Educated, Blue Collar
Parents of Small
Children
Parents of Small
Children
Young, MarriedYoung, Married
Financial Concerns Financial
Concerns
1717
Very price conscious – looking for best value for money proposition
Looking for inducements, long-term payment options – 0% financing, ‘Don’t Pay ‘Til 2005’
Home improvement, children’s entertainment, outdoor products likely to appeal
Brand names important to them – emphasize Seeking security – financial & physical
Very price conscious – looking for best value for money proposition
Looking for inducements, long-term payment options – 0% financing, ‘Don’t Pay ‘Til 2005’
Home improvement, children’s entertainment, outdoor products likely to appeal
Brand names important to them – emphasize Seeking security – financial & physical
Protective Providers Marketing ImplicationsProtective Providers Marketing Implications
1818
Contented TraditionalistsContented Traditionalists
Contented Traditionalists
Happy, Well-
adjusted
Happy, Well-
adjusted
Family-orientedFamily-oriented AltruisticAltruistic
Traditional Moral ValuesTraditional
Moral Values
HomeownerHomeownerMarried With Children
Married With Children
Female (71%)
Female (71%)
Religious/ Spiritual
Foundation
Religious/ Spiritual
Foundation
1919
Very high moral standards, old-fashioned values. Products/brands/advertising must have ‘squeaky clean’ image, stress old-time values and heritage
Family and health-oriented – products that encourage family togetherness, education and healthy living will appeal.
Offers of full-service (delivery, installation, maintenance) important to them – not handy, want to feel taken care of, willing to pay for service
Taking care of future (both personal and for children) a concern, need reassurance
Very high moral standards, old-fashioned values. Products/brands/advertising must have ‘squeaky clean’ image, stress old-time values and heritage
Family and health-oriented – products that encourage family togetherness, education and healthy living will appeal.
Offers of full-service (delivery, installation, maintenance) important to them – not handy, want to feel taken care of, willing to pay for service
Taking care of future (both personal and for children) a concern, need reassurance
Contented Traditionalists Marketing ImplicationsContented Traditionalists Marketing Implications
2020
Joiner Activists IIJoiner Activists II
Joiner Activists II
Intellectually Curious
Intellectually Curious
Liberal ValuesLiberal Values
Environmental Concerns
Environmental Concerns
Interested in Politics,
Issues
Interested in Politics,
Issues
Non-religious
Non-religious
Higher IncomeHigher Income
Married With Children
Married With Children
Urban, well educated
Urban, well educated
2121
Experiential benefits should be stressed – prefer new experiences to new products
Want unique, upscale, good quality Tone should be sophisticated, intelligent, definitely
not ‘lowest common denominator’ Concern for community, environment important –
socially responsible companies and products appeal Willing to try new products, be early adopters Crave information, will demand information on
products, manufacturers, government services – must be readily available, detailed
Experiential benefits should be stressed – prefer new experiences to new products
Want unique, upscale, good quality Tone should be sophisticated, intelligent, definitely
not ‘lowest common denominator’ Concern for community, environment important –
socially responsible companies and products appeal Willing to try new products, be early adopters Crave information, will demand information on
products, manufacturers, government services – must be readily available, detailed
Joiner Activists II Marketing ImplicationsJoiner Activists II Marketing Implications
2222
MavericksMavericks
Mavericks
IndividualisticIndividualistic ConfidentConfident LibertarianLibertarian
Forward Thinking
(Technology)
Forward Thinking
(Technology)
Higher Household
Income
Higher Household
IncomeEmployedEmployedMales (74%)Males (74%)
Risk-takers, adventurousRisk-takers, adventurous
2323
‘Dream come true’ – high income, voracious consumers, willing to pay
Technology important – want faster, more powerful computers, Internet connections, focus on speed
Give them choices, opportunity to tailor product/service to their needs – make them feel in control, empowered
Message of freedom, liberty, independence key Leaders, early adopters– ‘cutting edge’ appeals,
first-on-your-block approach likely to resonate with them
‘Dream come true’ – high income, voracious consumers, willing to pay
Technology important – want faster, more powerful computers, Internet connections, focus on speed
Give them choices, opportunity to tailor product/service to their needs – make them feel in control, empowered
Message of freedom, liberty, independence key Leaders, early adopters– ‘cutting edge’ appeals,
first-on-your-block approach likely to resonate with them
Mavericks Marketing ImplicationsMavericks Marketing Implications
2424
Up and ComersUp and Comers
Up and Comers
Ambitious & MaterialisticAmbitious & Materialistic
Not Intellectually
Curious
Not Intellectually
Curious
Outgoing and ActiveOutgoing
and Active
Traditional Moral ValuesTraditional
Moral Values
More First Generation Canadians
More First Generation Canadians
High Household
Income
High Household
Income
Younger (under 35)Younger
(under 35)
Optimistic re: Canada’s
future
Optimistic re: Canada’s
future
2525
Crave instant gratification, have money to spend – will pay for hot trends, latest gadgets, need to feel ‘ahead of the curve’ (but not too far ahead)
Prime targets for entertainment, sports-related products and equipment
Brand names, reputations very important Advertising should take high moral ground (no
nudity, poor taste) Seeking social status, want products that promote
their sense of self-worth
Crave instant gratification, have money to spend – will pay for hot trends, latest gadgets, need to feel ‘ahead of the curve’ (but not too far ahead)
Prime targets for entertainment, sports-related products and equipment
Brand names, reputations very important Advertising should take high moral ground (no
nudity, poor taste) Seeking social status, want products that promote
their sense of self-worth
Up and Comers Marketing ImplicationsUp and Comers Marketing Implications
2626
ESCAPE AND CHANGE
PERSONALCONTROL
HEDONISM &SELF-
ACTUALIZATION
FAMILY AND PROTECTION
Me
Us
Pas
sive
Act
ive
ProtectiveProviders
(11%)Contented
Traditionalists(14%)
Les“Petite Vie”
(12%)
DisinterestedOutsiders
(6%)
JoinerActivists II
(13%)
Mavericks(9%)
Up &Comers
(13%)
Tie-dyedGrey(9%)
PassiveMalcontents
(14%)
Shifts in Canadian Attitudes
Shifts in Canadian Attitudes
2828
Core Values Remain ConstantCore Values Remain Constant
Canadian society remains skewed toward passive approach to problem-solving – “Somebody should do something about that!”
Family remains key to many segments – difference is in how family concerns are dealt with
Religion still not a core value for many Canadians Tolerance, world concerns, intellectual curiosity
tend to stay with you – “once a Joiner-Activist (almost) always a Joiner-Activist”
Canadian society remains skewed toward passive approach to problem-solving – “Somebody should do something about that!”
Family remains key to many segments – difference is in how family concerns are dealt with
Religion still not a core value for many Canadians Tolerance, world concerns, intellectual curiosity
tend to stay with you – “once a Joiner-Activist (almost) always a Joiner-Activist”
2929
Shifts in Canadian ThinkingShifts in Canadian Thinking
Technology widening the gap between ‘passive’ and ‘active’, rich and poor Canadians – “knowledge is power”
More international perspective emerging – support for international trade, interest in international news -- perhaps becoming less parochial?
Time is today’s currency – very few groups do not want more leisure time, work/life balance shifting
Canadians less satisfied with governments over time = lower expectations, lower respect for process
Technology widening the gap between ‘passive’ and ‘active’, rich and poor Canadians – “knowledge is power”
More international perspective emerging – support for international trade, interest in international news -- perhaps becoming less parochial?
Time is today’s currency – very few groups do not want more leisure time, work/life balance shifting
Canadians less satisfied with governments over time = lower expectations, lower respect for process
Any questions?Any questions?
Thank you.Thank you.