Richer persona descriptions using social media input - Ipsos
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Richer persona descriptions using social media input Ipsos Webinar Amsterdam, June 2019 © Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Who is talking?
Hette Spoelstra
Senior Research Consultant
+31 20 6070 862
hette.spoelstra@ipsos.com
© Ipsos 2019 2
Our research connects with consumers...
ALWAYS SHORT SYSTEM 1/ AT THE MOMENT
MOBILE ATTENTION SPANS BEHAVIORAL OF CHOICE
From static to From 45 mins From direct to From recall
“on-the-go” research to 10 mins implicit/observational to in the moment
© Ipsos 2019 3
Enriching with Non-survey Data
5 © 2019 Ipsos.
© Ipsos 2019 5
A case study to show how linking
different data sources increases
impact
What is on the agenda
1. What was the issue?
2. Segmentation
3. Solution
4. Example deliverables
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6
Questions are
very welcome at
the end of this
webinar.
Some may be
more suitable
for another time
– can do that in
a personal call
or meeting
© Ipsos 2019 7
What is
the issue?
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What was the issue? Some context…
▪ Signify: manufacturer of bulbs and lamps in different styles
▪ Transforming from a B-t-B to a B-t-C company
▪ 2011: Censydiam consumer segmentation including style elements
─ HQ: useful for communication and product development
─ Countries: how to activate on local level
▪ Today: Internet-of-Things: hero product is Philips HUE smart
lighting, so from style to added value
▪ New segmentation needed: create common
segmentation/persona language on global level, but make it
easier for countries to activate on local level
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9
Targeting
Identifiable and size
Homogeneous
Multiple sources
Right activation and content
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Summarizing …
1. 2. 3.
?
Marketeer Target group Size?
4. 5. 6.
Global Style Reach and touch
© Ipsos 2019 11What did we do?
© Ipsos 2019 12Good things come in threes:
Motivations around Media, hobbies and Facebook behaviour
lighting and interior of the attitudes
home
© Ipsos 2019 13Segmentation model
Enjoyment
Let go
Vitality Conviviality
Dimension
Me
Status Social Dimension Belonging
We
Personal
Recognition Security
Controle
Control
© Ipsos 2019 14Signify: 6 homogeneous groups
Enjoyment
Dimension
Me Social Dimension We
Personal
Functional
© Ipsos 2019 152018 -–Status
Lifestyle Hunter
© Ipsos 2019 16Media
Health
&
wellness
Hobbies
Voice
Ambitions
News-
papers
Social media Inter-
active
TV
Media attitudes © Ipsos 2019 17Facebook audience profiler
Loves
basket
Likes ball
Philips Loves
Japanese
Demographics kitchen
Liberal
Adventur
ous
holidays
Behavior
Admires
Elon
Owns an Musk
iPhone
Smart home Heavy Drinks
buyer Light whisky
Best Buy buyer at
Amazon
Interests © Ipsos 2019 18ELECTRONICS BRANDS FASHION BRANDS E-COMPANIIES
© Ipsos 2019 19
Source: Facebook profilerUSA
LIFESTYLE HUNTER – endorsement
Athletes
Bands & Musicians
Actors & Actresses
Social Media Influencers
Over-index of the
segment vs the
total population
of Germany © Ipsos 2019 20
Source: Facebook profilerVisualization of key differences across personas (USA)
Associated with DIY, electronics, Donald Trump, Walmart, and
gambling (age 50-64, males)
Build It Yourselfer
Do it yourself (DIY)
Electronics
Associated with interests that fall more
into traditional media: books, LifeDesign Online games
newspapers, TV series (age 40-55) Walmart Donald Trump
Tourism
Software
Habitual Homemaker Gambling Smartphones
Sales Mobile phones American football
Books Newspapers
National Football League
House (TV series) Video games
Law Action movies
Nature Dogs
Rock music
Beer
Associated with video games, sports, action movies,
Dance Time (magazine)
Martial arts beer (age 25-39, male)
Science Association football (Soccer)
Business Amazon.com Basketball
Gardening Telecomm
Shoes Music videos Connected Home Enthusiast
Furniture Coffee Baseball
Netflix
First-person shooter games
Real estate
Thriller movies Game consoles
Photography Electronic music
Women's clothing Deco Fan
TV reality shows Hip hop music
Architecture Console gamers
Comedy movies
Beauty salons
Alternative rock
Dresses Cosmetics Luxury goods
Associated with what Hairstyle
Rhythm & blues LifestyleHunter
people may think of Contemporary R&B Associated with less mainstream music,
for females: clothing, (e.g., R&B , alternative rock, electronic
furniture, shoes, etc. music). They share some interest with
(age 25-64, female) Interior design
Connected Home Enthusiast (age 25-
39, male)
Technology early adopters © Ipsos 2019 21
Based on attributes that exceed 1 MM records across all 6 segmentsHow did this help Signify?
▪ Common language: 6 personas
̶ Presented in Signify’s ‘top 200’ ignite meeting
̶ Add-on in other surveys to allocate respondents
▪ Better local activation
̶ Input for communication
̶ Media profiling and targeting
▪ Finished only recently, so actual business results are not (yet) visible
© Ipsos 2019 22Great feedback from our contact
A definite advancement from our current
segmentation
A big value add to better understand
segments and media planning
Will help to better address the personas needs we get
from here
© Ipsos 2019 23What I want you to remember
▪ There is more than answers to a survey
▪ Big data? Common sense seems as important
▪ Be creative in linking data sources
▪ Have fun!
© Ipsos 2019 24Questions?
© Ipsos 2019 25Want to know more?
Hette Spoelstra
Senior Research Consultant
+31 20 6070 862
hette.spoelstra@ipsos.com
THANK YOU
© Ipsos 2019 26You can also read
