Backgrounds
Victor wanted me to find ways to identify and grow our fan base. I thought the best way to do it is understanding Miso’s frequent customers. Who are they, and what are their aspirations? How are their lifestyle choices distinguished from other groups of people? I soon realized such way of analyzing customer is call psychographic segmentation.
Survey Design
To figure out the distinct characteristics, I sent our a series of survey to our core consumers who have used our services more than 50 times. Google Analytics tool showed how our customer base differs from the national average, so it helped me to set a direction for the questionnaire.
The survey is designed in two segments. The first half asks about their lifestyle. It is for filtering our customers whose way of living aligns with the Miso brand persona of being proactive, passionate and bold.
The second half ask what they like. Do they drive to work? What do they do over the weekend? What do they read or watch in free time?
The survey filters out the first half of our customers because we want our branding message to particularly resonate with those who have certain lifestyle choices that align with Miso branding. From those people, the brand message can expand to other groups who eager to emulate their way of living.
Survey Results
Miso core customers
•
Drive to work
•
Have high willingness to pay extra for services or products that same time and energy
•
Buy new, fancy gadgets such as foldable phone, smart watches or IOT devices
•
Prefers Instagram and Naver Band
•
Prefers watching Netflix shows over YouTube
•
Read books and subscribe to magazines
•
Works out often, recently started golf as a hobby.
•
Tend to be Politically conservative
Action Items
Any branded contents that would attract the growing golfers’ community in Korea would help greatly in terms of increasing our fan base.
