2006年03月23日

次の半年は具体的に何を仕事にするんですか?

3月は次のことを宣言する季節でもある。

この半年の具体的なテーマの中で最大のものは「顧客セグメンテーション」。
ついにこれが仕事の一つになったか、と言う感じ。

これは、人の性格というモノ選びの根の部分で顧客を分類することである。ライフスタイルによるセグメンテーションは基本とはいえ、うちではこれまであまりやられてない。ターゲット層を決めるには、科学的にセグメントされていないと、ターゲティングの精度が下がるし、後の効果検証も曖昧なものとなってしまう。マーケティングのSTP(Segmention, Targeting, Posistioning)を実運用するのにも、力を発揮するはず。

それに、そもそも自社の顧客がどういう気質を持つ人々で、年毎にどう移り変わっているかも把握できるようになる。しっかり機能させれば、大きな付加価値になると思う。

分析フレームワークは、日米で信頼性が検証しつくされているものを活用することに決めた。

この手の仕事は、自分の部署で面白そうだからではじめても、大体「で?それってなんに使えるんだっけ?」という哀しい結末になるだろう。が、今回は社内ニーズありきで活動を進めているから、あとはアウトプットの出し方次第。
社会学や心理学の領域でもあるため、知的好奇心の面からも非常に興味深い。それに加え、マーケティング施策へ落とし込むことが条件だから、いつもながら「So what?」と「Why so?」、起動力が求められる。

専門の文献をあさりながら、また進捗を書いていきたい。

A. 人を、買い物の仕方に影響を及ぼす心理的な部分でグループ化していきます。この分野、妙にわくわくしてしまいます。

memo_door at 02:28│Comments(13)TrackBack(0)仕事 

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