Are you a 'Wag Wannabe' or a 'Blackberry, BMW and Buzzcock'? Last week at the Media Research Group Conference in Lisbon, the IPA introduced a new segmentation of the TouchPoints database. This segmentation is based on people’s use of media by daypart.
The day was split into different dayparts and for each one, respondents were weighted according to their media use in that daypart and then segmented. From this analysis has come six distinct groups with their own personality and behaviours.
MediaGraphics helps to better define people according to their behaviour rather than their demographics. This enables us to understand more about the role of media in our everyday lives and how it fits in the day. For media owners the MediaGraphics also gives them greater insight into their own audiences.
A fuller explanation of the MediaGraphics groups will be available in two weeks time. For more information about this, please contact Belinda@ipa.co.uk or Rebecca@ipa.co.uk.