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STREET CROSSING
Research Methods
+ Ethnography
+ Cluster Sampling
Franklin St., Columbia St. Intersection 2 hours
+ Secondary Research
+ C...
Audience Segmentation
We defined our target
audience psychographically,
rather than demographically,
by understanding thei...
“We all end up dead, it’s
just a matter of how and
why.”
“Mother May I?”
“Knows the way,
goes the way,
shows the way”
“To ...
Scope of Research
+ Who is likely to binge drink?
+ Why do people binge drink?
+ Why do people jaywalk or cross recklessly...
BINGE DRINKING
An inner struggle with
determines one’s response to risky situations.
IDENTITY
Ironic Tone
● Overcome identity crisis
● Works for all three psychographic groups
● Allows for many comparisons within one...
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
Audience Segmentation Study
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Audience Segmentation Study

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Audience Segmentation Study relating street-crossing behaviors to the same risky behaviors recognized in binge drinking.

Publicado en: Marketing
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Audience Segmentation Study

  1. 1. STREET CROSSING
  2. 2. Research Methods + Ethnography + Cluster Sampling Franklin St., Columbia St. Intersection 2 hours + Secondary Research + Case studies + Magazine, Journal, Newspaper articles (Qualitative) + Statistical research studies and data (Quantitative)
  3. 3. Audience Segmentation We defined our target audience psychographically, rather than demographically, by understanding their behaviors and personalities
  4. 4. “We all end up dead, it’s just a matter of how and why.” “Mother May I?” “Knows the way, goes the way, shows the way” “To be or not to be? I can’t decide” “I’ll be there for you.”
  5. 5. Scope of Research + Who is likely to binge drink? + Why do people binge drink? + Why do people jaywalk or cross recklessly? + Understanding the leader-follower mentality + Understanding attitudinal and behavioral characteristics that lead to “risky” behaviors + Anti-binge drinking campaign case studies + Pedestrian traffic campaign case studies
  6. 6. BINGE DRINKING
  7. 7. An inner struggle with determines one’s response to risky situations. IDENTITY
  8. 8. Ironic Tone ● Overcome identity crisis ● Works for all three psychographic groups ● Allows for many comparisons within one strategic direction Creative Messaging

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