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Who are they?

Who are they?. Understanding consumers online…before you talk to them. Thursday 03.November 2005. Paul Toeman. Overview. KNOWLEDGE. Research = Insight. Overview. KNOWLEDGE. Research = Insight. Overview. Democracy. KNOWLEDGE. Research = Insight. Overview. Democracy. KNOWLEDGE.

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Who are they?

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  1. Who are they? Understanding consumers online…before you talk to them Thursday 03.November 2005 Paul Toeman

  2. Overview KNOWLEDGE

  3. Research = Insight Overview KNOWLEDGE

  4. Research=Insight Overview Democracy KNOWLEDGE

  5. Research=Insight Overview Democracy KNOWLEDGE Both ways

  6. Research=Insight Overview Democracy KNOWLEDGE Shopping Both ways

  7. Research=Insight Overview Democracy Brands KNOWLEDGE Shopping Both ways

  8. Research = Insight Democracy Brands KNOWLEDGE Shopping Both ways Overview

  9. Insite programme

  10. Insite programme • Knowledge gathering • Support for decision-making processes • Mixture of qual & quant research • Recognises need for interpretation • Based on age groups • 2006: open to clients…

  11. The digital youth… • 17-22yr olds: serious vs fun • If Internet “taken away”…total panic • Moral vacuum • Enhances lifestyle • Behavioural modes: • Fun-seekers // Enthusiasts // Focussed • Multi-tasking • Contextual advertising is key • Forgiving attitude to brands: • “You can’t damage a brand online” • Enables brands to experiment online

  12. The digital worker… • 23-34yr olds: be careful • Brand expectations often set offline…and undone online • Brand degradation • Time poor and cash careful • Replaces many lifestyle functions • Marketing-savvy & brand-literate • Key site attributes: • Clear navigation • Considered use of images // games • Willingness to help online

  13. The digital family… • 35-45yr olds with kids: who’s in control • If Internet “taken away”…frustration/lost/desperate • Different agendas in same home • Behavioural types: • Manager Mum • Gadget Dad • Über-kid • Security an issue • Over the shoulder • Pester power is not • Kids leading Mum & dad

  14. The digital activist… • 50-65yr olds: staying involved • To be launched 24.November 2005 • Highlights: • Youth in 1960s/early 1970s • Politically/morally aware then • Frustrated now with “modern” society • Regular/heavy web users (usual) • Little connection online with arts, politics, charities etc • Passionate views – “didn’t know I could use web for this”

  15. Research = Insight Brands Democracy KNOWLEDGE Shopping Both ways Summary • On/off/thru/above/below-the-line: consumers never stop talking • Not just a question of listening then…insight-ful management • Brand ownership handover

  16. Thank You

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