Wednesday, 20 July 2022

Consumer profile examples

As I posted earlier (here), developing a consumer profile is a ‘fast & dirty’ way of segmenting a market. It forms a rough starting point for us to think about the consumers in our desired market segment, which can then be tested via some type of market research. 

The consumer profiling tool can be downloaded in pdf (here). This tool can be used for a range of different profile types. For example, we can use the same process, while keeping firmly in mind what we are creating the profile ABOUT, to create a brand profile, to check our ideal consumer against.

Or we can create an organisation profile to test how we would like the organisation to appear. Or we could consider what attributes the organisational culture has, so we can compare it to the organisational profile, or to survey our customers to see if they see the organisational culture in the same way we do.

Further, we can create a person specification to go with our job descriptions. This enables us to really drill down to what is important when hiring (this may mean that we want someone of indeterminate gender; age; ethnicity; marital status; but need someone who is a committed learner, with a measured work ethic). This can be particularly useful when wanting to really consider what type of person we want to hire, so we may hopefully enter the hiring process with fewer biases.

Lastly though, we must remember to test our consumer personality assumptions & results by collecting data from - for example - surveys or focus groups. We also need to carefully check the tightness of fit with our brand personality. 

Once we have done that, we can develop target marketing, with closer brand positioning to be better aligned to attract the consumer personality. Sounds so easy!


Sam

References:

Grainger, A. (2009). Rugby, Pacific peoples, and the cultural politics of national identity in New Zealand. The International Journal of the History of Sport, 26(16), 2335-2357. https://doi.org/10.1080/09523360903466776

Hoye, R., Smith, A. C. T., Nicholson, M., & Stewart, B. (2015). Sport Management: Principles and Applications (4th ed.). Routledge.

Kahle, L. R., & Riley, C. (2004). Sports Marketing and the Psychology Marketing Communication. Routledge.

Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). Pearson Education, Inc.

Morgan, M., & Summers, J. (2005). Sports Marketing. Cengage.

Young, S. (2008). Consumer Profiling. Author

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