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User Segmentation Project. Anna Everitt, DANTE TF-MSP , Málaga , 8 June 2009. Segmentation Project Objectives. Understand pan European requirements Provide an insight into user activity and provide direction for dissemination - PowerPoint PPT Presentation
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connect • communicate • collaborate
User Segmentation Project
Anna Everitt, DANTETF-MSP, Málaga, 8 June 2009
connect • communicate • collaborate
Segmentation Project Objectives
Understand pan European requirements
Provide an insight into user activity and provide direction for dissemination
To have a single source of pan European user profiles and information relevant
to GÉANT’s target audience
To enable a more formal, structured approach to communications with pan-
European users
Identification of users who would benefit from technical consultancy support so
as to make more (fruitful) use of the network
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Project Timeline
Jan - Apr ‘08 Apr - May ‘08 May - July ‘08 Aug - Oct ‘08
Desk researchPilot survey& databasepopulationgathering
Pilot survey Interviews (400)andsegmentation
Final analysisand reporting
Questionnairedrafting
Questionnairefinalisation
Database design, population,testing, refining
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Survey Methodology
SampleDesk research – yielded sampleNRENs – also invited contacts (BELNET, GARR, RENATER)
QuestionnaireDesign of questionnaire and testing/piloting 7 languages – Croatian, English, Dutch, French, German, Italian, Portuguese Quantitative – but also qualitative comments collected as far as possible (open ended questions were included)
SurveyOptions offered for on-line, phone interview, self completed – about 80% opted for on-line and 20% for other methods964 responses completed (target was 400)
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Data Summary
Active Projects (out of 5,300 total FP6 Projects) 2000
Unique Organisations (54% Public / 46% Commercial) 11000
Average Number of Partners Per Project 6
Survey Data Key Stats Summary
Universe Data Key Stats Summary
Online responses to the User “Needs” Survey 964
Different Countries Participating in the Survey 34
Number of Questions in the Survey 46
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Survey Data: Countries Participating
Italy 146
France 140
United Kingdom 98
Portugal 80
Germany 76
Netherlands 64
Spain 60
Belgium 45
Poland 26
Sweden 26
Finland 24
Cyprus 3
Iceland 3
Lithuania 3
Estonia 2
Not stated 2
Ireland 2
Angola 1
Malta 1
Mexico 1
Turkey 1
Vatican 1
Hungary 23
Denmark 22
Norway 19
Croatia 14
Switzerland 12
Austria 11
Israel 11
Slovak Republic 5
Slovenia 5
Bulgaria 4
No reply 3
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Research Generated Segments Six Needs Driven Segmentation Schemes
1. High Bandwidth/High Network Performance2. Video/Data Conferencing3. Remote Sources Access4. Data Security 5. eduroam/Remote Network Access6. Generic Service/Solution Opportunity Segments – End –users
who appeared ‘strong’ in three or more of the needs areas
Once these six ‘segments’ were identified these needed to be populated so that the could be applied to an identifiable and contactable end-user base.
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Project and Database Objectives
Population Profile: Explanation on the following page
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Project and Database Objectives
The graph on the preceding page (Population Profile) shows the objective of the project, to better analyse and segment the needs of network users who fall into Category B and Category C.
Category D users are already well known, and have very specific needs.
Category A users have very standard needs (e.g. Web, email).
Category B and C users begin to display patterns of needs, that are likely to be relation to the type of research subject they are working on, the size of the research funding, and the number of partners involved in the research.
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Info
rmat
ion
Proce
ssin
g &
Syste
ms
Med
ical/H
ealth
Rela
ted
Ener
gy
Aero
spac
e Te
chno
logi
es
Food
Scie
nces
Biolo
gica
l Scie
nce
Micr
o &
Nano
Tec
hnol
ogie
s
Biot
echn
ology
Envir
onm
ent
Tran
spor
t
Socia
l Scie
nces
& H
uman
ities
Chem
istry
Elec
troni
cs, M
icroe
lectr
onics
& C
ompu
ting
Educ
atio
n, T
raini
ngPh
ysics
Cons
tructi
on P
rodu
cts &
Tec
hnol
ogie
s
Agric
ultu
re, F
ores
try &
Fish
ing
Indu
stria
l Man
ufac
turin
g
Clim
atol
ogy/
Clim
ate
Chan
ge
Engi
neer
ing
(The
rmal
& P
roce
ss)
Biod
ivers
ityG
eosc
ience
s
Regi
onal
Deve
lopm
ent
Astro
nom
y, A
stro
phys
icsM
athe
mat
icsEc
onom
ics
Engi
neer
ing
(Mec
hanic
al, In
dustr
ial)
Was
te M
anag
emen
t & L
ife C
ycles
Lang
uage
s - M
oder
n, L
ingu
istics
Info
rmat
ion,
Med
iaM
eter
olog
y
Philo
soph
y &
Relig
ious
Stu
dies
Cons
umer
Rela
ted
Histor
y (M
edie
val, M
oder
n)Le
gal/L
aw
Mat
eria
l Tec
hnolo
gies/
Scien
ce
0
50
100
150
200
250
300
Generic Service Segmentation Scheme (6)Number of Projects
Universe and Survey Data Mapping: i) Comparing importance of Project Theme (by number of funded projects), against segmented
networking needs of each theme area.
From the Survey Data
From the Universe Data
10
300
250
200
150
100
50
0High MedLow
Project Themes
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Project and Database Objectives
The graph on the preceding page (Universe and Survey Data Mapping) shows possibilities from the research to judge the importance of expressed needs, against the significance of that population category.
Comparitive judgements can be made on for example the number of projects (as per the graph), or the size of funding, or the number of partners.
It can be seen from the graph that the two themes of Information Processing and Medical research represent by far significant levels of research activity. Their related communication needs, therefore can be said to have significant importance.
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Some Overall Observations
Some regions have far greater dependence on network access due to geographical location e.g. Croatia 71%, Hungary 67%, Poland 62% highlighting the pivotal role the networks play in bridging the digital divide94% of survey participant use bespoke high bandwidth research & education networks such as GÉANT to swap large files40% of respondents send or receive files of up to 1Gb, one third of those receive such files every day.Other significant areas of unmet needs identified include videoconferencing which is under-used but the technology and equipment is availableTechnology is not being used to its full communications/collaboration potential. Projects want:
More web-based collaborationMore online workshopsBetter online libraries
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What Next?
Using the dataA cookbook has been produced with simple steps on how to run reports and view the universe and survey dataA one day workshop was held in April for members of the steering group – another is to be held on Wednesday 14 October in Brussels (limited places are still available)
Find out moreAs the data has been based on specific types of need (e.g roaming, resource access) ......it will retain its value into the medium term View the deliverable for more information GN2-09-003: DN3.0.3,5 - Specific Suport Actions - User-Base Segments
And finally ……continue to run reports and act on the results!