SAARF

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• SAARF
• Johannesburg

Euro Socio Styles Profiles in Decision Makers
Survey
Leendert van Meerem Intomart GfK
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Decision Makers Survey

• Long tradition of measuring readership in
  Decision makers population 1982
• In 1996 extensive changes
• - new method CASI with pen top technology
• - new recency question 1 out of 4 qualifying
  categories
• - from bi-annually to twice a year (annual data)
• - new contractor Intomart GfK
• Ownership 11 Dutch publishers (newspapers,
  magazines)
• Technical Committee JIC principle (advertisers
  and media-buying agencies) acceptance in the
  market
• Corporate Image Barometer additional study

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Decision Makers Survey

• The headlines
• Population estimated on 1,5 million.
• Directors, managers, entrepreneurs, higher
  employees, middle management
• Individuals, involved in the decision making
  process in a business environment

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Decision Makers Survey

• Sample size n 3.000 per year
• Readership of newspapers and (business) magazines
• Other media behaviour
• Role in the decision making in 23 fields (from
  computers to HR consultants)
• Telephone screening
• Face-to-face (pen top) CAPI

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Decision Makers Survey

• Minor role in preparation phase
• Major role preparation phase
• Minor role in decision making
• Major role in decision making
• (one of the) final decision makersscore
  number of fields x weight

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Decision Maker classification

• Class Score
• Very low lt 7 7
• Low 7-34 37
• Middle 35-124 38
• Top gt125 19

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Innovations in DMS

• Every few years innovations / optimizations in
  the survey
• - response measures optimizing the length of
  the survey
• - questions on media functions on title level
• - enhanced / sharper description of decision
  makers and their role / responsibility
• - 2004 Euro Socio Styles typologies of
  decision makers
• Sociological typologies used for the first time
  in a b-to-b readership survey
• Objective more tools for media planning in
  b-to-b environment

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Why Socio-Styles?Homogeneous target groups and
Sociodemographic Twins
Gender
Age
Occupation
Income
Residence
Size of household
...
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Development Historical and methodical
background
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GfK Euro-Socio-Styles What Is It?

• GfK Euro-Socio-Styles is a multidimensional
  typology of consumers, based on and showing
  fundamental values and attitudes that drive
  purchase behaviour. It is an European
  segmentation approach with a high power to
  differentiate consumer behaviour on the national
  as well as on the international level
• Origin Model developed for France in 1972 by
  Bernard Cathelat (Sorbonne, Paris) since 1989
  expanded to European level, plus US, Canada, etc.
  in cooperation between CCA and GfK
• Adjustments/updates in 1995 and in 2002 (new
  questionnaires, dimensions and segments)

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Socio-Styles in Europe

• Austria
• Belgium
• Denmark
• France
• Germany
• Great Britain
• Greece
• Ireland
• Italy
• Netherlands
• Norway
• Portugal
• Spain
• Sweden
• Switzerland

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ESS in two-dimensional space
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Euro-Socio-Styles Results 1 Map from the
sociological perspective The extremes
Mirage
materialism fatalism frustration social
encapsulation social mistrust need having
Metamorphosis
Permanence
dynamism change liberty risk taking success
cultural exchange need a passionate life
reserve precaution withdrawal to traditions
retreat need peace and security
Reality
reason harmony self-development reforms
social trust compassion need being
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Euro-Socio-Styles Socio-Waves define the
lifestyle map
Mirage
Permanence
Metamorphosis
Reality
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Euro-Socio-Styles Lifestyle map from the
marketing perspective
Mirage
Permanence
Metamorphosis
Reality
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Typology
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Decision Makers vs population
Magic World 5 DMS 9 NL
Crafty World 11 DMS 7 NL
Secure World 5 DMS 14 NL
Steady World 11 DMS 12 NL
Cosy Tech World 5 DMS 14 NL
Authentic World 14 DMS 9 NL
New World 22 DMS 12 NL
Standing World 26 DMS 25 NL
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Standing World

• Established
• Great readers
• Low TV and radio
• High income
• Anspruchsvollen
• Morale humanise

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Authentic World

• Social awareness
• Balance between work and leisure
• Age 45
• Staff
• Kritischen
• Chercheurs d Equilibre

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New World

• Cosmopolitans
• Young women
• High education
• Ambitious
• Social awareness
• Social cosmopolitans
• Weltoffenen
• Chercheurs de nouveautés

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Cosy Tech World

• Moderate early adopters
• High TV
• Entrepreneurs
• Starters
• Behaglichen
• Chercheurs de Bien être

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Crafty World

• Adventure seekers
• Ambitious
• Perseverance
• Bottom line thinkers
• Men
• Coming Men
• Abenteuerer
• Chercheur dexistence sociale

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Magic World

• Wannahaves
• Young women
• Middle education
• Less successful
• Träumer
• Chercheurs dOr

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Secure World

• Security seekers
• Age 35-44
• Less successful
• Low print consumers
• Schutzsuchenden
• Chercheurs de rassurance

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Steady World

• Bourgeoisie
• No career ambitious
• Middle education
• Bad readers
• High TV and radio
• Bodenständigen
• Chercheurs de protection

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Euro Socio Styles in a Decision Makers
Environment
4
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ESS in DMS

• Life style segmentation is more and more accepted
  within Consumer research
• Publishers and Media agencies want to develop
  their understanding into B-to-b advertising and
  communication
• Does Life style segmentation work in b-to-b?
• Introduced in the survey in autumn 2004
• 1 year data available for internal analysis
• First release January 2005 (sample size 2.250)

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Using ESS in DMS

• Presentation to the market January 2005
• Offering a new dimension for b-to-b planners
• Advertisers can position their brands in
  ESS-segments
• Additional creative input for b-to-b campaigns!
• More target planning in a relative homogeneous
  population
• Special software tool for analyses with graphic
  possibilities

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INDEX A.I.R. gtgt 100
Magic World
Secure World
Algemeen dagblad 149
Crafty World
Telegraaf 118 Ondernemen 123
Intermediair 117 Quote 126
Steady World
Cosy Tech World
Telegraaf 139 Ondernemen 142 De Zaak 116
Intermediair 122
Authentic World
New World
Trouw 171 Vrij Nederland 132 Volkskrant 111
Volkskrant 136 Opzij 125
Financieel Dagblad 141 HP de Tijd 135 NRC
142 Trouw 153 Opzij 141 Vrij Nederland
126 Elsevier 120
Standing World
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INDEX A.I.R. daily newspapers
Crafty World
Telegraaf 120 AD 149 Volkskrant 77 NRC 47 FD
55 Trouw 29
Magic World
Telegraaf 93 AD 90 Volkskrant 79 NRC 89 FD
92 Trouw 75
Telegraaf 118 AD 105 Volkskrant 48 NRC 39 FD
79 Trouw 47
Secure World
Steady World
Cosy Tech World
Telegraaf 139 AD 96 Volkskrant 60 NRC 43 FD
95 Trouw 53
Telegraaf 100 AD 99 Volkskrant 59 NRC 81 FD
89 Trouw 44
New World
Authentic World
Telegraaf 89 AD 97 Volkskrant 136 NRC 113 FD
88 Trouw75
Telegraaf 93 AD 94 Volkskrant 111 NRC 108 FD
86 Trouw 171
Telegraaf 90 AD 102 Volkskrant 115 NRC 142 FD
141 Trouw 153
Standing World
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Standing World (26 of DMS)
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Secure World (5 van DMS)