Slightly blurred look into the user's soul
Online marketing The market research institute Blue Eyes Marketing presented its first psychographic data of users of a few websites.
Online marketing research firm Blue Eyes Marketing presented its first psychographic data from users of a handful of websites. Four website operators participated in the first four-week Bluemind survey wave last November: Msn.ch, Pro7.ch, Sat1.ch and Swissflirt.ch. Msn.ch was particularly innovative: it had surfers surveyed who visited both the entry portal and those who directly targeted one of seven channels. In total, eleven surveys were conducted with 600 respondents each (a number that could not be met everywhere).Bluemind does not provide reach, visits or page views, but rather psychographic characteristics of the users. For example, the MSN Travel Channel is particularly well received by introverted, middle-class women, while the Car Channel has a high affinity with extroverted, modern men. Also modern, but introverted, are the visitors to the Msn.ch entertainment channel. What they all have in common is the fact that the visitors have high to very high incomes - which is also
applies to Swissflirt.ch. By contrast, the Sat1.ch and Pro7.ch sites tend to go down well with a young audience with lower incomes.
The data is collected online: Anyone visiting one of the participating websites is asked once via a pop-up whether he or she wants to take part in the survey, which lasts around seven minutes. The questionnaire contains some standard questions defined by the Interessengemeinschaft elektronische Medien (Igem) as well as a test with 16 images that have to be assessed by the surfers. According to Markus Britschgi of Blue Eyes Marketing, around 80 percent of the respective users completed the questionnaire.
More sites need to come
The results of the first survey are available free of charge at www.uptodata.ch, along with the associated software, which does not run on Macs. The insight into future results will also be open to everyone, but then for a fee. For the new strategy tool to make sense, however, more website operators must decide to participate. The next wave of surveys will start in April. According to Britschgi, the goal is to be able to psychographically survey all sites relevant to advertising in the future.
Surveyed for the first time: Typologies of Web Surfers.
Psyche or massWhile the MA Comis also knows further typologies in addition to the general Wemf typology "Wertewelten Schweiz," these are specifically geared to the type of Internet use. The MA Comis also conducts 2000 representative interviews, asking which sites are visited how often and from where. This enables a comparison of reach. Bluemind is different: the selection is made online, and respondents answer according to their desire or time. In addition, each site has its own sample, because someone who is interviewed on Msn.ch, for example, is no longer bothered even if they visit Pro7.ch thanks to a cookie.
Carine Lins, Wemf marketing manager, therefore sees the qualitative Bluemind study as a complement rather than a competitor to the quantitative MA Comis. (mk)
Markus Knöpfli
applies to Swissflirt.ch. By contrast, the Sat1.ch and Pro7.ch sites tend to go down well with a young audience with lower incomes.
The data is collected online: Anyone visiting one of the participating websites is asked once via a pop-up whether he or she wants to take part in the survey, which lasts around seven minutes. The questionnaire contains some standard questions defined by the Interessengemeinschaft elektronische Medien (Igem) as well as a test with 16 images that have to be assessed by the surfers. According to Markus Britschgi of Blue Eyes Marketing, around 80 percent of the respective users completed the questionnaire.
More sites need to come
The results of the first survey are available free of charge at www.uptodata.ch, along with the associated software, which does not run on Macs. The insight into future results will also be open to everyone, but then for a fee. For the new strategy tool to make sense, however, more website operators must decide to participate. The next wave of surveys will start in April. According to Britschgi, the goal is to be able to psychographically survey all sites relevant to advertising in the future.
Surveyed for the first time: Typologies of Web Surfers.
Psyche or massWhile the MA Comis also knows further typologies in addition to the general Wemf typology "Wertewelten Schweiz," these are specifically geared to the type of Internet use. The MA Comis also conducts 2000 representative interviews, asking which sites are visited how often and from where. This enables a comparison of reach. Bluemind is different: the selection is made online, and respondents answer according to their desire or time. In addition, each site has its own sample, because someone who is interviewed on Msn.ch, for example, is no longer bothered even if they visit Pro7.ch thanks to a cookie.
Carine Lins, Wemf marketing manager, therefore sees the qualitative Bluemind study as a complement rather than a competitor to the quantitative MA Comis. (mk)
Markus Knöpfli
