The know-it-all study

 
Media Research Wemf's Mach Radar study is designed to help marketing get a better handle on segmented audiences. 
"Consumers are presenting marketing managers with ever greater challenges," write those responsible at AG für Werbemedienforschung (Wemf) right at the start of their new study. Even detailed criteria such as education, income, occupational status and information on consumer behavior are only partially able to provide information on the motives that ultimately lead people to buy a product. "The consumer is increasingly fragmented," they say. This is where the new Mach Radar study aims to remedy the situation and serve as a basis for marketing to better understand consumers. Researchers nowadays assume that consumers are guided primarily by their own values, and that the type of marketing they use must then be based on these values.
The new study integrates the two previous Demoscope studies, Market Radar and Medien Radar, and at the same time links them with the Wemf studies Mach Basic and Mach Consumer. Wemf also publishes the study in cooperation with Demoscope.
The core of the study is the so-called radar psychography or the resulting psychographic space of Switzerland. All respondents take a short five-minute test and answer 26 questions. On the basis of the answers, each person's own value profile is created. These profiles are then used to calculate the aforementioned psychographic space, a three-dimensional space on the axes "progressive - conservative," "external - internal," and "leader - follower.
Users of the study can thus link media and consumption data with psychographic data in a single operation and obtain information about the positioning of products. "This makes Mach Radar particularly interesting for marketing, media and publishing professionals who develop their strategy from this data," writes Wemf.
What does the study do?Mach Radar can be used to determine which target groups have an affinity for which value attitudes in which market segment. The study can also be used to identify other target groups. By linking psychographics with demographics and consumer behavior, the marketing and media target groups can be transferred directly into the analysis, enabling the optimum print media to be determined for the target groups. The positioning of titles and brands can also be reliably determined. The profiles of direct competitors can be determined and those fields can be analyzed where direct predatory competition is taking place. It is also possible to observe cannibalization tendencies of products within one's own brand and to determine the conditions under which, for example, a new launch of a title would be advisable. But Mach Radar can also be used by a publishing house to demonstrate to an advertiser which media are positioned closer to or further away from its product. The study also serves as a tool for title selection or as a media planning tool and also offers a wealth of additional information: Briefing for the agency, knowledge about the readership and their values for the editorial team or well-founded data about the consumers themselves.
How does the study read?The Mach Radar user first analyzes the buyer share of the population (bar chart on the right) as well as per field in percentages. Then he looks at the affinities per field (100 = average). A high index means that the brand is anchored in the field in question. The more pronounced the red color, the higher the share or affinity in the field in question. Like any average value, the center of gravity is only an approximation of reality. (red)