SOURCE: BIGresearch

March 30, 2006 13:44 ET

BIGresearch's Media Consumption Clusters Put Consumers at Center of Media Planning

Nordstrom Shopper's Media Consumption Clusters Differ Greatly From Overall Population

COLUMBUS, OH -- (MARKET WIRE) -- March 30, 2006 -- Customer centricity, ROI and engagement are the buzzwords in today's marketing world. However, from words to practice, a moat has been created from a lack of consumer insights which are rarely, if ever, incorporated into ROI models during a campaign's planning stage. BIGresearch's new media consumption clusters give media planners a consumer centric tool which incorporates media consumption and product consumption to enhance ROI before a campaign is undertaken.

"BIGresearch's cluster analysis, allows media planners to explore combinations that would not be previously considered since it combines influence, simultaneous media usage in combination with traditional media consumption habits," said Jim Geoghegan, President of Media Head, LLC, a New York City planning and strategy agency which uses the SIMM clusters in developing media plans.

BIGresearch's clusters were developed in collaboration with Martin Block, Ph.D. of the Medill School at Northwestern University, who analyzed 31 different media from BIGresearch's most recent Simultaneous Media Survey (SIMM VII) using three unique media consumption characteristics: 1) experiential time; 2) simultaneity; and 3) the influence of various media to purchase. No demographic or geographic data were included in the cluster development.

"The clusters provide a true single-source view of media and product consumption. Media planners can now create a media planning map on the front end of a campaign for increased ROI," said Gary Drenik, President of BIGresearch. "Consumer groups can be clustered by specific retail channels, shopping behaviors, product consumption, traditional demographic groupings or media consumption and have a media profile developed. Marketers can now stop talking about increasing ROI and start doing something about it," said Drenik.

An example of this is the Nordstrom women's clothing shopper, whose media consumption cluster indexes vary greatly from marketplace averages.

Nordstrom Women's Clothing Shopper Media Consumption Clusters

              Cluster                    Index
        --------------------            -------
        Old School                        149
        Active Explorers                   82
        New Mediacs                        23
        Simultaneous Readers              169
        Independents                      105
        Ravenous                           78
        Persuadables                      142
        Opportunity Minded                102
Old School consumers are most influenced to purchase apparel by broadcast and cable TV, magazines and in-store promotions.

Simultaneous Readers are most influenced by newspaper inserts, magazines, in-store promotions and reading articles on products.

To comment on this release visit the BIGresearch blog:

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace, including the media.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. Complimentary findings are available at:

About Martin Block

Martin Block is a Professor in the Integrated Marketing Communications Division of the Medill School at Northwestern University and a Partner in Block Research.

About Media Head, LLC

Media Head, LLC is a leading edge media and planning firm that applies new thinking and consumer understanding to deliver greater returns on investment for their clients.

Contact Information

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    Phil Rist
    (614) 846-0146