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Case Studies

> Segmentation of readers, specialist magazine
> Employee survey
> Business customer retention, onsite drinks machines
> Position of manufacturer in commercial vehicle market
> Value and volume modelling, drinks market


Segmentation of readers, specialist magazine

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.
Objectives: Identify and understand readership subgroups.
Data: Self-completion questionnaire.
Outcomes: Pen portrait profiles of segments; size of segments; key differences between groups.
Benefits: Ability to aim content more effectively at key readership groups; increase readership loyalty; promote readership to advertisers.
Methods: Factor analysis, correlation, cluster analysis.
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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