What was the problem?
The DVD market is constantly changing as a result of technological innovation, market maturity and the vast range of entertainment sources available to today’s consumers. Our client, a major home entertainment brand, wanted to make sure they stayed ahead of the game by making the most of each and every new release.

What did we do?
We developed a bespoke market segmentation consisting of 10 groups, ranging from young, technology savvy DVD and film lovers, through Mums using DVDs to entertain their children, to older consumers predominantly purchasing DVDs as gifts. We found out about their behaviour and attitudes within the DVD market, things like which DVDs they own, attitudes towards piracy, how people make decisions about which titles to buy.

So what?
The segmentation allows the planners in the media agency to identify the most appropriate and receptive segments for DVD releases on a release-by-release basis. It allows them to target them effectively and efficiently through media, not only by selecting the channels and content that the target audience uses the most, but by understanding in depth their relationship with different media channels and the category.