Response Optimization
How can attitudes and psychography be depicted in marketing databases so that DATA become people?
Studies show that reactions to (marketing) stimuli often correlate much stronger with the psychography of the target persons - above all their attitudes, motivations and subjective perception of reality - rather than demographic characteristics.
Objectives:
The objective of consumer segmentation would therefore be to develop a selective consumer typology,
- so that (direct) marketing efforts meet the individual needs of the target persons as accurately as possible in their creative and contextual address and thus
- trigger the desired reaction/ response while minimizing scatter loss.
Result:
Psyma and Schober have together developed a procedure with which the response-relevant attitude attributes and motives of action can be assigned to target group address data and taken into consideration in address selection for direct marketing.
Examples of representable typologies: car buyers, cellphone users, energy consumers, tourism, clothing, etc.
Procedure:
Managing Director
Dr. Frank Knapp
