GfK Consumer

Case Study: Target Segment Identification

Client Challenge:

Sony’s challenge was to identify and profile the target segment for SONY Qualia, a new line of ultra high-end consumer electronics products.

Research Approach:

GfK Consumer researchers mined the MRI database, going beyond obvious demographics such as high-income households, to explore the product behaviours, attitudes and LifeMatrix segment profiles that would best define and characterize the target market.

• The research team created a consumer electronics index from the MRI database. Top tier prospects for Qualia were identified as having high involvement in the category as indicated by ownership of high-end home electronics products. Less than a quarter of this sample fell into the $200,000+ income range.
• Attitudinal information from the MRI database provided insight into the drivers behind consumer electronics purchases by this segment of elite owners. Analysis revealed a strong interest in technology and advanced product features, the desire to be among the first with new products, and a status conscious need to impress others.
• The research team evaluated the target segment using LifeMatrix, which is embedded in the MRI database. Dynamic Duos and Renaissance Women stood out as best prospects for Qualia. Tribe Wired ranked third.

While all three segments share crucial values and lifestyles regarding technology and home electronics, they vary in specific ways relevant to product design, messaging and channel preferences.

Outcome:

Based on the unmatched knowledge available from MRI’s extensive database and LifeMatrix's highly predictive combination of segmentation variables (lifestyle, lifestage and personal values), the GfK NOP project team was able to provide Sony with actionable marketing implications for media, direct marketing, channel strategy and message content.