One of the important tools used by marketers for identifying potential market is market segmentation, in which subgroup of people or organizations sharing one or more characteristics are grouped together. Using similar concept, people can be segmented based upon their basic philosophy or their basic approach towards life. It might be extremely difficult, as not all may express their beliefs openly. Maybe few sort of weird approaches mentioned below might help.
One such method can be segmenting on basis of their movie or book preferences.
For example a person whose favorite book is The Fountainhead or 1984 is likely to be different from a person whose favorite books include Sidney Sheldon and likes. Or a person who likes reading The Catcher in the Rye over and over again might be different from the one who prefers Eric Segal instead!
Similarly a person whose favorite movies includes likes of Jaane bhi do Yaaron or Rang de Basanti would be different from a person relishing Suraj Barjatiya movies! Or the one who has Terminator and Rambo series among his favorites would be have a different idea from the one who likes Dead Poet's society or Forrest Gump!
Apart from movies or books, maybe a taste in things like music, art or leisure activities have potential to reveal a great deal about a person's approach towards life and his/ her beliefs. Think about it !
One such method can be segmenting on basis of their movie or book preferences.
For example a person whose favorite book is The Fountainhead or 1984 is likely to be different from a person whose favorite books include Sidney Sheldon and likes. Or a person who likes reading The Catcher in the Rye over and over again might be different from the one who prefers Eric Segal instead!
Similarly a person whose favorite movies includes likes of Jaane bhi do Yaaron or Rang de Basanti would be different from a person relishing Suraj Barjatiya movies! Or the one who has Terminator and Rambo series among his favorites would be have a different idea from the one who likes Dead Poet's society or Forrest Gump!
Apart from movies or books, maybe a taste in things like music, art or leisure activities have potential to reveal a great deal about a person's approach towards life and his/ her beliefs. Think about it !
Can you identify your segment clearly?
ReplyDeleteIs it sizeable?
Is the segment actionable?
(if not, then look for another metric).
I guess that would be the logic.
Well ... The motive of this segmentation is not targeting and/ or positioning. Rather it is just about observing people (read - bahut time hai apne paas) ... So the answers are immaterial!
ReplyDeleteIn what category would you put people who like to read The Fountainhead and 1984 and relish watching Barjatiya movies...?
ReplyDeletehehehhe that is the question that interests me :-)
Nice take on categorizing people.
Would be back for more reading
@ Priyanka - There would exist a segment for every possible permutation ... few might be important!
ReplyDeleteIn this case (liking 1984 + suraj barjatya) it must be based upon which is more dominant trait
... rest i leave it for further research :)
Hey I dont think its that easy. In which category would you place someone who likes Jaane bhi do yaaron and RDB as well as relishes Sooraj Barjatya movies?
ReplyDelete@Nova - Yeah .. It may be difficult ... Still, it is worth a thought ... maybe some variant of the same can prove useful!
ReplyDeleteFor Jaane bhi do yaaron + Barjatya combo --> maybe it can be based upon which is a more dominant trait ... Probably some further research on this can help!
well, Nikesh, i was curious to know coz u must have guessed I was talking about myself,.... hehehe
ReplyDeleteall the best with future research!!!
Hahaha...
@ Priyanka - Thanks
ReplyDeleteYeah ... I guessed that! Maybe, such contradictions in tastes are visible everywhere ... probably then it would boil down to 'favorites' ... and not the good/ OK kind of books/ movies!
My interview question for HT-market segmentation based on reading habits :)
ReplyDelete