Mischievous Mary & Tenacious Tim

At The Interpreters, we believe that regardless of the methodology, whether we’re running focus groups or big data projects, instrumental to the success of the project, is the ability to tell a story.  We know that stories are a powerful and effective way of communicating the insights and recommendations the market research has identified.  It’s why you’ll shortly see a number of new blogs from The Interpreters team who were tutored by writer, publisher, editor and friend of The Interpreters, Karen Comer.

Some of the easiest stories that we tell based on the data we analyse are segmentation studies – one of our favourite methodologies at The Interpreters.  Whether it’s based on behaviours or attitudes, segmentation is a fantastic way for our clients to understand their market – the differences that exist with the people in their category.

Segments we create are a bit like your own children, you’re not allowed to have favourites but …

Here’s some of our favourites and you’ll notice a common thread with our love of alliteration

  • Aspiring Amy: beautiful to her core; lacking confidence and looking for empathy and understanding when it came to her category.  It was the little things that would make a difference to her and recognition of changes in her life
  • Dave & Donna: living their best life and open for risk.  They recognised that life was a juggling act but had confidence in themselves and willingness to pay for expert opinion that allowed them to progress in a way that their friendship group couldn’t
  • Disillusioned Darren: 10% of the Australian population where the mistake was to confuse their disillusionment for disengagement –this was a segment that holds many issues to heart but they are disillusioned with the current set up and state of Australia
  • Opinionated Oliver: The youngest of the segments in our 2018 Millennial study, Oliver has an opinion and isn’t afraid to share it, and while he is passionate about a number of issues, in some ways, he’s a contradiction of sorts
  • Trapped Taylor: another of the Millennial segments, she is trapped in what she sees as a vicious cycle.  The little money she has goes on food and rent and there’s not a chance she could ever see herself buying her own home – as much as she would like to.

In the U.S. we’ve recently completed a segmentation study that followed up from Gallup’s 2019 Global State of Emotions Research where it was identified that globally people are sadder, angrier and more worried than ever before.  In the U.S., levels of stress, anger and worry increased within the last 12 months and Americans were more likely to be stressed and worried than most other countries.

This resulted in The Interpreters identifying 7 distinct segments from our Traditional Thinkers to the Ashamed Advocates.

While these segmentations were created for different categories, across different countries, we can’t help imagine the stories if they met.  Does Opinionated Oliver swipe right or left if he sees Trapped Taylor on Tinder?  How would Dave and Donna deal with the Traditional Thinker? Could Aspiring Amy make Disillusioned Dave feel better about the state of Australian politics?

Segments and stories, analysis and alliteration – pillars of The Interpreters business and approach as demographics are only part of the picture when it comes to understanding who engages with your brand and why they do.


By Paul Dixon

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