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METHODOLOGY FOR DEFINING PSYCHOGRAPHIC PROFILES OF CONSUMERS

The observations of the Marketing agency PROGRESS consult at the beginning of the century showed that more and more often consumers do not act as their demographic characteristics "suspect". Through developed by us methodology, dividing them into 4 groups according to psychographic profiles, has proved very fruitful in creating messages for them and in planning specific communication channels and media.

Psychographic profiles are so important, because on the psychographic specificities depend what "pictures" will perceive better the people from the respective group, and what kind of messages will be easier to "hear".

Even more significantly - including from a financial point of view, is that different groups according to psychographic profiles differently memorize advertising through the individual communication media: some are influenced by television stronger than others, second influenced more strongly than the rest of the press, third - from outdoor advertising. When the results of market research determine which is the target group of users as reasons for choice and according to strongest features of its own brand – and according to their dominant psychographic profile may define these priority communication media through which this group will more easily notice advertisement of the brand.

Something more: appears that due to their psychographic special features, different groups have different preferences for particular media inside of a communication channel. There are, for example, target groups, which unlike all other do not follow as many the most popular TV, the most listened radio station or most high-circulation daily newspaper, but - some of their competitors. This allows to plan exactly those media which target group really preferres at most and thus (in the same investment funds), to reach a greater number of representatives of the group.

This specialized analytic product, developed by the PROGRESS consult Ltd original methodology, aims to give more precise structure of consumers and display priority targets for the implementation of more effective marketing and communications program. This product is designed to define psychographic profiles of consumers in the given sector and to bind them to the real "permeability" of users of ads broadcasted on different communication channels. Along with that - including to highlight specific media in each media channel that actually follow a higher level of different groups of users, structured according to their specific psychographic profiles.

Methodology for defining psychographic profiles of consumers finds that among Bulgarian consumers there are 4 significantly different from each other groups: Seekers, Solitary, Members, Bearings, each with their own unique characteristics, which allows for very effective communication to each of them in compliance with the specifics of its profile.

Specific projects with the application of this methodology are prepared in the following way: within the results of a marketing study is set a target, to which can be applied psychographic profiles and display media consumption, or - to set some basic features of the target - a selection on motivational characteristics, factors of favoring a brand, communicate product type etc. In this case, Marketing agency performs selection by narrowing the target to the priority and most favorable for communicating part of it - to the level of determination of specific media through which it can be irradiated efficiently.

Marketing agency compare the psychographic profiles for average users in the sector with individual psychographic special features of the selected target. The differences between them determine which is the dominant profile of the target and advertising establishes, complying with them.

The next step is to compare the average preferences of consumers in this sector with those of the target to individual communication channels (TV, radio, outdoor advertising, etc.) and determine which channels influence more strongly on target.

The third step is comparing the average preferences of consumers in this sector with those of the target to particular media within the framework of a channel (for example - specifically preferred TV stations) and identifing which specific media is more frequent monitoring of the target so they can be planned more intensively, as with a greater certainty will irradiated the searched target.