Cracking the Code: Segmenting Video Viewers in the Age of Quantum Media
In 2006, TDG first started working toward a theory of quantum media – that is, the ‘any time, any place, any device, any content, any network’ model that defines media consumption in 2015. (Ahead of the curve, indeed.) Not only was the theory logically sound, it accurately predicted the future of media consumption (which is what a good theory should do). It introduced a new way of thinking about media experiences, challenging the classic model of video viewing as something predetermined in time, and then viewed only on a home television. This theory predicted that media consumption would become disaggregated, fragmented, and highly relativized. And indeed that’s what we see today.
Over the last 12 years, TDG has undertaken a number of custom consumer segmentations for specific clients, but has never offer a syndicated publication. Due to an overwhelming number of requests to better understand how our theory of quantum media applies to real-world behavior, a formal segmentation was in order. Our latest report is the output of this extensive undertaking.
For those unfamiliar with formal consumer segmentations, they are a highly sophisticated data-driven means of subdividing a market (in this case, adult video viewers) into distinct, non-overlapping groups that share similar characteristics. Segmentations are then used to inform market strategy; design products and services that best address the real needs of specific consumer groups; and extract maximum value from both high- and low-profit customers
Put simply, TDG’s quantum segmentation will help you:
- Divide the market into meaningful, measurable segments according to customer needs, past behaviors, and demographic profiles;
- Tailor resource assignments to specific product, service, marketing, and distribution efforts to best suit the needs of specific segments; and
- Measure strategic and tactical performance among individual segments, and adjusting these elements as segmentations evolve over time and as market conditions change.