Brand Perception · Segment differences · Component
The segments
Which audiences are read separately, and why those — because an average across them describes nobody.
The deliverable
What it is
Perception is held by people, and different groups of people hold materially different pictures of the same brand. Averaging them produces a figure that matches no actual audience.
The segments worth separating are the ones whose behaviour the organisation is trying to change, which is usually not the ones easiest to reach.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The behaviour at stake
What the organisation wants each group to do.
3 attributes: Desired behaviour · Relevant measures · Priority
LearnThe reachability
How the group is actually reached for research.
3 attributes: Reached via · Cost per response · Response rate
Learn
The easiest segment to reach has the least to tell you. Budget for the expensive ones deliberately.
The other components in segment differences
The differences
Where the pictures diverge, and by how much — because the divergence is more informative than any single group’s reading.
LearnThe internal reading
How employees and candidates see the brand, held against the external view — because the internal picture is the least reliable proxy and the most used.
Learn