Sovis – Market Research & Consumer Segmentation

Blirt! was commissioned to undertake a market analysis of the sound and vision home entertainment market.

The Task
To understand:

• Identify market segments
• Understand the brand aspirations within the market
• Understand the buying experience
• Identify consumer triggers to purchase
• Understand the emotional drivers in the purchasing decision
• Understand the relevance of origin of manufacturing
• Determine the desirable product features

The Process
A series of focus groups were conducted with the primary geographical market in Sydney.

Groups were segmented by age, sex and budget.

The groups were also asked to participate a ‘build your dream’ task at the end of the focus group. The objective of this was to identify the core features that were most desirable.

In addition a number of mystery shopping trips were made to supplement the qualitative data.

The Result
The result was the identification of 8 core consumer segments within the home entertainment market for sound and vision products.

The 8 consumer segments sat in a quadrant divided by the axis’ of ‘form – function’ & ‘complexity’.

For example, one of the segments desired extremely simple functionality and a highly sleek design of the product that melted into the background of their living spaces. This contrasted with the market segment which desired high quality, with high levels of technology and an obvious, almost ostentatious design.

Both of these market segments purchase and experience high quality home entertainment products in vastly different ways.

The research identified that each of the 8 segments had a unique set of emotional drivers in the purchasing and consumption process.

The research also identified a level competitive brand hierarchy and aspiration which showed likely competitors to future product releases.

Understanding the core consumer segments led to a focus on highly targeted marketing for the launch of a new product, the foundation for a series of new products and significant changes in future retail store design and promotion messages due to identifying brand gaps.

To discuss our approach or view an abridged case study presentation contact Stuart on +61 7 5535 9905.