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Brief
Description: |
Analysis of replies from readers. Client wished to identify key readership groups by specific interests and then to use this in a cross analysis of response to the magazine content. Questions from across the questionnaire regrouped by factor analysis, in addition to attitudinal battery questions. |
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| Objectives: |
Identify and understand readership subgroups. |
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| Data: |
Self-completion questionnaire. |
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| Outcomes: |
Pen portrait profiles of segments; size of segments; key differences between groups. |
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| Benefits: |
Ability to aim content more effectively at key readership groups; increase readership loyalty; promote readership to advertisers. |
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| Methods: |
Factor analysis, correlation, cluster analysis. |
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| Similar work: |
Segmentation analyses in variety of markets: consumers of specific products, those who take part in activities, respondents to various specialist area surveys. Segmentations based on general population surveys of attitudes to activities / services. Part of usage and attitude surveys. |
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