Target Analysis

Outline

It is necessary to understand the communication target and to establish a more effective communication strategy in order to achieve a sustainable reinforcement of the brand, which is a vital factor for mid/long term business success.

It is not enough to analyze only the media contact and lifestyle of the target. It is also necessary to understand the values of target which are formed during childhood and within varying social backgrounds.

SPI has established analytic frameworks based on objective data and insightful analysis as a part of 'SYMPHONY', a communication strategy planning process which belongs to MCP (Marketing Communication Planning), one of our six service categories. By visualizing the characteristics of the target using a unique output/framework, more realistic images of the target can be extracted. Also, this output enables us to aid strategic judgment by directly connecting it with media communication strategy.

Application Examples

(1) Extracting insight from secondary data
The insight from secondary data, such as income, hobbies, purchasing behavior, and media contact are exhaustively extracted.

(2) Chronological Table
By understanding the generation of the target group, more vivid characteristics of the target age group can be grasped.

(3) Curriculum Vitae
The typical figures of the target group are summarized below in the format of a standard Japanese curriculum vitae in order to comprehensively capture the insight extracted from (1) and (2).

(4) Daily life cycle
Discerning the target's mental condition when the target makes contact with the media at a particular time in order to develop a concrete media strategy.

It becomes possible to establish an effective media communication strategy by extracting realistic or concrete insight from these output/frameworks. It is possible to avoid the idolization of the target without customized expensive research.

In addition, the frameworks make it possible to compare and analyze chronologically by brand. This accumulation of data would lead to the materialization of the consistent development of communication strategy.

Author: SPI

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