Archive for segmentation studies

Letter from the Dragon Mountain

Posted in Qualitative research analysis with tags , , , , on March 30, 2009 by Cristi Popa

platypus1 In my latter post I was arguing that qualitative research should not relay on preconfigured models of analysis especially when coming to segmentations/ positioning. My plea has found a sympathetic ear in 近义词`s person and all platypuses are now declared endangered. Such despicable practices as cutting their tails off are now banned from the Dragon Mountain. Also, 近义词 announced me that in his wisdom he decided to rethink his analytical model. Although the great Dragon God didn`t allow him to share the model`s principals with us, he could provide us with a small sample of what this model can do in the context of a positioning study for one of the platypus food makers, HappyPlaty:

HappyPlaty brand is perceived as the most dominant, spontaneously creative and extrovert brand from its category. It is seen as an ambitious, courageous, strong willed, positive, independent, self-confident person.
The platypuses thought to be loyal users of this brand are seen as uncomplicated, knowing exactly what they want and using all their energies, creativeness and resolution to get it, as well as being certain that they will get whatever they are after.
Still, the brand is seen as also displaying a set of negative traits: extreme arrogance, autocratic pride, haughtiness, and excessive temper. When confronting its rivals, HappyPlaty will not hesitate to use cunning, lies and trickery to discredit them. Self-centeredness, greed for flattery, boastfulness and bombast, pomposity, snobbish superiority are also traits that were used to describe this brand.

Although I wasn’t blown away I have to admit that it made me curious. What model was he using? What were the dimensions on which the model was based? How many clear positions did it have?
I couldn’t sleep for three nights. I totally forgot about my family and friends. I was obsessed with this. The more scrolls I read, the more colleagues I asked, the more complicated and obscure the problem appeared to me. Until this morning, when finally I had a breakthrough.

At first I couldn’t believe my eyes. It was so obvious, so simple…it was a stroke of genius. My friend 近义词 is using one major polarity – positive/masculine (extrovert) and negative/feminine (introvert). So he has two big spheres onto which he further applies four principles he calls fire, water, earth and air. In this manner he obtains 12 quadrants/ territories in which he distributes the brands.

I came across this when reading my horoscope here.

“The Leo type is the most dominant, spontaneously creative and extrovert of all the zodiacal characters. In grandeur of manner, splendor of bearing and magnanimity of personality, they are the monarch’s among humans as the lion is king of beasts. They are ambitious, courageous, dominant, strong willed, positive, independent, self-confident there is no such a word as doubt in their vocabularies, and they are self-controlled. Born leaders, either in support of, or in revolt against, the status quo. They are at their most effective when in a position of command, their personal magnetism and innate courtesy of mind bringing out the best of loyalty from subordinates. They are uncomplicated, knowing exactly what they want and using all their energies, creativeness and resolution to get it, as well as being certain that they will get whatever they are after.”

How many brands out there are running their strategies based on zodiacs even if they are called differently?