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Delight™ |
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Asia Insight
has developed a refreshing approach to segmentation, which
consists of 3 main stages:
1. Qualitative
Exploration
2. Defining Existing Segments
3. Prioritisation
of Segments
We see qualitative research as
the cornerstone of the entire project. It builds up understanding
of the consumer characteristics and it guides the development
of attitudinal scales, statements and other appropriate measurements
for the quantitative stage. The key
issues covered in the qualitative phase of research
generally include:
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Consumer’s
needs
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Usage
and Attitudes, motivations and expectations of category/product
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Preference of product/brand
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Imagery attached
to various products/brands
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Future
opportunities can be identified by studying profile of
each segment
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Target
segments are identified for design of future marketing
messages and for product development
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Potential
to improve brand positioning – who to target and
what to say
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Segment
Size
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Value they can bring to client
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Attitude/perception towards client’s brand(s)
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Qualities in line with
client’s positioning |
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