|
|
| |
Consumer research |
 |
 |
|
U&A research
U&A means utility and attitude.U&A research it so research
consumers?． consumption utility and attitude.Hy-insight provides clients
with consumer utility and behavior, information of products and brands
and competitive situation in the market. Enterprise make marketing
decisions with the support of these pieces of information. Mainly
include:
- Seek market opportunities for new and existing products.
- Effectively segment market, choose target segment, and ensure market
position.
- Make marketing portfolio.
- Assess marketing campaign.
Hy-insight can find out market opportunities for our new and existing
products for our clients.
Segmentation methodology
We normally combine two methods: pre segmentation and post segmentation.
Pre segmentation is easy to operate, but it is not significantly
practical if the enterprise wants to differentiate its product according
to consumers?． benefit-pursing purpose.while post-segmentation usually
neglects demographic features and influences of consumer behavior,
which will result in lacking of recognition. Therefore, we balance
the two ways and strive to find out accurate and objective segment
market.
Pre-segmentation
pre-segmentation is make use of some segmented factors, subjectively
separate the market into some segments before U&A research. We
normally have two kinds of segment factors:
Post-segmentation
Post-segmentation is to separate market by using consumers?． attitudes
towards products, combined with factors and category analysis (which
belong to multi-factors analysis) . It is based on statistics, which
means the differences between segment markets have come out when
we are doing segmentation.
Demographic factors
| Age |
Youth, middle aged and the elders markets |
| Income |
High, media and low income markets |
| Gender |
Male or female markets |
| Position |
Manager, leader, teacher, students, technician, etc. |
Behavioral factors
| Frequency of use |
Nonusers, little users and media users |
| Brand |
A?♂B and other brand market
|
| Occasion of purchase |
Usual purchaser, holiday purchaser and non- buyer |
| Traffic |
By bus, by car, by bike, on foot, etc. |
 |
|
