"Being able to choose is also an advantage"
Peter Döbeli, co-owner of the Konnex media agency, on the sense and nonsense of four different typologies.
Peter Döbeli, co-owner of the Konnex media agency, on the sense and nonsense of four different typologies.WW Do four typologies make sense in Switzerland?Peter Döbeli The market will show. In principle, you can only use Sinus-Milieu for TV planning. That's a pity. It would have been better if Publisuisse had adapted the market radar to TV, as they have done.
first intended. The market radar can be used to cover everything from market analysis to media planning, even intermedia comparisons. The transfer of this huge advantage to TV failed because Demoscope and Publisuisse did not reach an agreement.
What are the advantages of the other typologies?
Sinus-Milieu is widespread in the German-speaking world. Customers who work with this typology there also want it in Switzerland. The main advantage of Bluemind is the openness of this platform. There is not much data available yet, but any licensed research institute can use this typology in all kinds of studies. That's why I think Bluemind is the solution of the future. Finally, Mach Consumer is a standard tool that anyone can work with and whose typologies can be used in MA Strategy.
Which typology is good for whom?
Sinus-Milieu is particularly suitable for TV planning and for customers who are already working with it abroad. Mach Consumer makes sense for print-heavy planning. If you are already working with the market radar, it makes sense to continue using it. But where nothing is available yet, I recommend Bluemind.
Four studies ultimately result in four currencies. One problem?
Only if you make one of them. It's also an advantage if you can choose.
Bluemind is considering expanding its business activities abroad. Would a serious low-budget alternative to the Sinus-Milieus emerge? In my view, yes.
Interview: Markus Knöpfli
first intended. The market radar can be used to cover everything from market analysis to media planning, even intermedia comparisons. The transfer of this huge advantage to TV failed because Demoscope and Publisuisse did not reach an agreement.
What are the advantages of the other typologies?
Sinus-Milieu is widespread in the German-speaking world. Customers who work with this typology there also want it in Switzerland. The main advantage of Bluemind is the openness of this platform. There is not much data available yet, but any licensed research institute can use this typology in all kinds of studies. That's why I think Bluemind is the solution of the future. Finally, Mach Consumer is a standard tool that anyone can work with and whose typologies can be used in MA Strategy.
Which typology is good for whom?
Sinus-Milieu is particularly suitable for TV planning and for customers who are already working with it abroad. Mach Consumer makes sense for print-heavy planning. If you are already working with the market radar, it makes sense to continue using it. But where nothing is available yet, I recommend Bluemind.
Four studies ultimately result in four currencies. One problem?
Only if you make one of them. It's also an advantage if you can choose.
Bluemind is considering expanding its business activities abroad. Would a serious low-budget alternative to the Sinus-Milieus emerge? In my view, yes.
Interview: Markus Knöpfli
