Segmentation market studies and market measurements
Clients preparing to enter a market, launch a new product or service or address a specific customer segment often start working with us by commissioning a general study to provide them with a basic description of their market.
Do you need a complex picture of your market, brands or customers?
We can deliver segmentation studies to clients who need to learn more about the purchase frequency and usage patterns of their own products/services as well as those of their competitors; clients are also given information on the market segments and the relative positions of other brands in their product or service category. Such studies create a general framework that is later followed up by specifically oriented research studies.
When designing studies such as these, we work as closely as possible with our clients, especially during the preparatory phases of the project. The result is a research design perfectly tailored to fit our clients' needs. Since it is very important to us that the resulting market segmentation is of practical use to the client, the preparatory phase involves a detailed discussion of the client's expectations of the market segmentation.
Once the segmentation study has been completed, we can provide the client with assistance in turning the research results into a foundation for action. The results of segmentation research can be merged with the client's customer database.
To create a transparent and complex picture of the given market, we use mainly these Insight Brands:
Conversion model TM , more here
NeedScope TM , more here
TRI*M TM , more here
It is also possible to use qualitative research techniques for a detailed analysis of a given market. Qualitative research can be used to gain detailed information about product usage, unfulfilled customer needs, competitors, and the advantages of the analysed products or services in the competitive context.
Are you interested in what the Czech lifestyle is like?
LifeStyle-The Czech LifeStyle study
One of the segmentation studies that we prepare for our clients is "The Czech LifeStyle Study". This study is available for purchase. We have been mapping the population of the Czech Republic in this way approximately every three years, since 1994. The last LifeStyle study about how Czech people live, their values, their purchasing behaviour and how they spend their leisure time was conducted at the end of 2007. Short videos featuring real representatives of the individual lifestyles are also a component of the outputs.
In 2008, we concentrated on describing the lifestyle of young Czechs; we analysed the values, attitudes, behaviours, social roles, communication, approaches to brands and other selected product and service categories of people aged 15-24. The findings from this study about the young generation are also available for purchase; along with the video report and presentation of the results, a book about the young people of this time is also included.
Contact us for more information Lukas.Vynikal@tns-global.com .