Wegener DM executive director Suzanne Soper says of REALmotivations: "This is a first for the industry. Until now, marketers have known they've been able to get a response, but not really understand what has gained them that response. What was it among the mix elements, such as creative execution, offer or target media, that really made that consumer respond? By understanding the deeper psychological profile of the consumer, we can now link creative execution to data in a way that brings it more alive than ever before."
Wegener combined market research into customer motivations, with its own lead-to-purchase data, to identify seven types of consumers based on their beliefs and motivations -- from the "thoughtful consumer" to the "puritanical consumer" -- enabling marketers to gain insight into the forces that affect buying decisions.
The market research behind the product is based around Maslow's hierarchy of needs. By knowing what motivates different types of people, Wegener says marketers can tailor their creative, the product offer or stress particular product benefits.
"Existing geodemographic or lifestyle profiles might show two identical families in the same postcode -- but by using REALmotivations we can show that one family is switched on by traditional brands and the 'reliability' factor, where another is keen to experiment and adopt whatever is the latest fashionable trend. Traditionally this wouldn't be possible -- with our launch it is. That not only leads to better targeting and less waste, but enables creative treatments to be developed that address the unique motivations of each group, whatever the media being used to target them. That's not just useful below the line, but also above the line, too."
Wegener DM is one of the leading providers of consumer lifestyle data in Europe. With a turnover of £30m in the UK, it employs more than 450 staff in eight locations, and is part of the €1bn turnover Dutch media company Royal Wegener NV.
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