dolution

Recently, a new and comprehensive segmentation study was published by a leading international research agency, Constellation. According to the study, twenty-first century consumers can be “universally” segmented into no less than thirteen groups – in Constellation’s promotional material they are called “micro segments.” Earlier in this chapter, use of a number of clusters between two and five was recommended. While a small number of clusters is preferable in most situations, especially if the analyst is not an expert in advanced clustering methods, situations may appear where using a bigger number of segments seems advantageous. Usually, only some of the thirteen segments make sense on a specific market. The advantage of the micro segments system is that it roughly applies across most markets for products and services. The development of the system involved intense and repetitive interviews with a representative sample of 1,200 respondents (for details, see Quarterly Journal of Market Research, vol. 27 no. 3, 2003). Tables 12.24 and 12.25 display a small selection of findings based on the study. Table 12.24 covers selected behaviour and opinions while Table 12.25 provides some socio-demographic information on the thirteen segments. Note that in empirical studies, cell differences across segments are often rather marginal in size. But since the present sample is relatively big , differences in cell percentages exceeding 3–4 percent in most cases will be statistically significant on an alpha level of 0.05. You are asked to perform a brief profile of the thirteen clusters, based on Table 12.24 and Table 12.25. Hint: use the bold column of Table 12.24 and the bold row of Table 12.25 as a baseline for identifying differences. Suggest three target segments concerning:

â–  a new brand of decaffeinated coffee;

â–  a DVD of fitness programmes;

■ a liberal politician’s election campaign.

For each chosen segment, outline a media strategy in five key words.