Consumer Analysis Sample

Consumer Analysis

Disney XD

Why boys need mothers!

Background/Introduction

Who Are the Consumers? PersonasDemographics

What Are Consumers Saying?Brand PerceptionsBrand Associations

What Does it all Mean?

Who are the Consumers?“Gen-Y”

“Baby Boomer”

“Gen-X”

No perfect definition, but those born between about 1980 and 1999.Cultural identifiers:

Ubiquitous technologyPowerpuff GirlsHigh School Musical

Born between about 1961 and 1981. Cultural identifiers:

MTV (showing music videos)ReaganPunk Rock

Born between about 1945 and 1955. Cultural identifiers:

WoodstockHowdy DoodyVietnam

Who is the target demographic?

Tween boys, ages 6-14.interests:

MusicSportsGamingTV/movies

Are the Consumers your target demographic?

A male version of “Hannah Montana”?

Persona

Dean Johnson

Experience Behavior Unmet Needs

Perceiving: TV is “purposeless fun”.

Thinking: I want to watch movies and cartoons and music videos and extreme sports and…

Feeling: Nothing on TV reflects how I really feel. The characters are lame.

TV: Watches for entertainmentPros: easy, can do it whenever.Cons: programming doesn’t appealSocial Networking: Keep in contact with my friends and show off a little.Pros: easy, creative, engaging Cons: not as entertaining.

Diversity in programming. (e.g. music videos, sports, feature movies, etc.)

Characters and shows he can relate to.

A renewed sense of excitement and interest; pushing boundaries.

Tween boy, likes hanging out with his friends, likes pushing boundaries.

Gaming: entertainmentPros: cool, fun Cons: expensive to buy

Dean does a lot; sports like skateboarding and soccer, gaming, music and of course, TV. Being liked by his friends and perceived as cool is of the utmost importance. He is open to new things, and moves quickly from one form of entertainment to another. He likes participatory entertainment. Might have “rockstar” or “crimefighter” fantasies the way girls have princess fantasies.

Primary demographic

Persona

Sara Wilson


Perceiving: Doesn’t matter what time her favorite shows are on; they’re always on the web.

Thinking: Her friends told her about a new station that has a show she saw and liked.

Feeling: TV can be boring and I hate sitting through the ads. It sucks when they cancel shows.

Tivo: Watches for info and entertainmentPros: cheap, easyCons: limited programming, Netflix: entertainmentPros: good selection, no ads, Cons: have to wait for delivery

Interesting and reliable programming content

Delivery to a variety of technology.

Teenager, tech savvy, lives at home but going to college soon.

Sara uses her computer for entertainment as much as the TV. She likes cartoons, especially those featuring women and girls. She is very tech savvy; playing games on her cell phone and sometimes even watching cartoons on it. If her favorite show isn’t on TV, she will watch it on YouTube.

YouTube: entertainment, informationPros: good selection, no ads, Cons: have to dig through lots of stuff. Have to watch it on computer screen.

Persona

Mike HartMid 30’s, highly educated, financially secure, trying to save and build his career.

Mike’s TV is always on and he has several of them in his house. When his kids come over, they like to watch cartoons. He also gets a lot of information from TV but he really likes shows like Family Guy, Simpsons and Adult Swim.


Perceiving: too many ads, obnoxious, kid oriented programming.

Thinking: too many ads, all the classics that he loved as a kid are gone.

Feeling: TV sucks except for a few shows I really like; but they always get cancelled.

Cable: Watches for info and entertainmentPros: cheap, easyCons: limited programming, ads

Netflix: entertainmentPros: good selection, cheap, no adsCons: have to wait for delivery

Affordable entertainment that he can rely on.

Relevant advertising

Persona

Rick JohnsonEarly 60’s, family man, financially secure, working but looking forward to retirement.

Rick likes to unwind by watching TV. Sometimes he and his wife argue about what they want to watch. He also gets a lot of information from TV like weather reports and financial information and local news. He is often confused and annoyed by all the crazy shows on these days and doesn’t want to be stressed out by TV. While he generally thinks cartoons are for kids, he’s recently discovered the Simpsons and has a soft spot for Bugs Bunny.


Perceiving: too many ads, doesn’t work with his satellite service, they cancelled his favorite show

Thinking: I wish Golden Girls was still on! I like to go make a sandwich during commercial breaks.

Feeling: TV has really gone down hill since I was young. I should buy a Tivo to avoid all the ads.

Cable: Watches for info and entertainmentPros: cheap, easyCons: limited programming, ads

Netflix: entertainmentPros: good selection, cheap, no adsCons: have to wait for delivery

Affordable entertainment that he can rely on.

Relevant advertising

Respondent data

“Gen-Y” “Baby Boomer”“Gen-X”

Male: (23% of group)13% positive11% neutralNo negatives

Female: (29% of group)28% neutral2% negativeNo positives

Largest group of Consumers:53% of total

Male: (17% of group)11% neutral6% positiveNo negatives

Female: (6% of group)6% positive3% neutralNo positives

Male: (19% of group)6% positive17% neutralNo negatives

Female: (4% of group)2% neutral2% negativeNo positives

Respondent data

-1.5

-1

-0.5

0

0.5

1

1.5

0 10 20 30 40 50

responses

se

nti

me

nt

Sentiment

*Many neutral comments are actually negative.

Respondent data

Correlations

Weak positive correlation between age and sentiment (0.23)

Younger viewers are more positive.

What are the consumers saying?

“Gen-Y”

Brand Perceptions: “The boy-centric trying-too-hard image it's trying to create, along with the lineup, which is mostly lackluster boy-centric shows, ensures Cartoon Network a victory.”

Awareness: Admittedly minimal.

Product knowledge: Phineas and Ferb is mentioned, but most other shows aren’t.

Excitement: Most Consumers were excited to see competition for Nickelodeon and Cartoon Network, though not specifically for DXD.

Misconceptions: Programming is “boy-centric”. Tween boys are the demographic, but also appeals to their fathers and to girls.

Brand Associations: Disney theme parks and characters. Disney feature movies, games.

“Boomers”“Gen-X”


“Gen-Y”

Brand Perceptions: “Cartoon Network is trying to become Disney XD Too? Isn't one enough?”

Awareness: Minimal.

Product knowledge: Many mentions are related to tie-ins like Sirius Radio.

Excitement: Fairly minimal. This is not the target demo.

Misconceptions: Poor ratings result from product/programming. (In reality it’s because the product just launched)

Brand Associations: Disney cartoons from their childhood (e.g Bugs Bunny). Disney theme parks and characters. Disney feature movies.



“Gen-Y”

Brand Perceptions: “Disney is turning Toon Disney into Disney XD, and its ratings are terrible”

Awareness: Mostly minimal, but with a few very knowledgeable exceptions.

Product knowledge: again minimal, with a few exceptions.

Excitement: Most Consumers were excited to see competition for Nickelodeon and Cartoon Network, though not specifically for DXD.

Brand Associations: Classic Disney characters. Disney theme parks and characters. Disney feature movies. “Family” entertainment.


Conclusions

Technology

Programming

Tie-Ins

Perceptions

Conclusions

Technology

Platform matters; younger consumers want web delivery, mobile, etc.

The programming must reach the consumer. Some comments complained about availability and service (granted, this is an issue for the provider)

Some older consumers differentiated HD and SD.

Tie-InsProgramming Perceptions

Conclusions

Technology

Content is King: consumers are loyal to shows, not to channels.

Consumers feel betrayed when shows are cancelled.

Avoid the “MTV Phenomenon”; buying cheap reality programming that your viewers don’t like.

Don’t change programming around too often.

Build brand equity by being consistent with programming. Leverage existing brand equity.

Keep programming fresh; don’t show the same reruns more than once a day


Conclusions

Technology

Older Consumers liked the products availability on Sirius’ “backseat service”.

Several mentions of related comic books, books, and feature length movies.

Don’t forget the significance of gaming to your target audience.

Music is hugely important to your target audience. (c.f. Hannah Montana)


Conclusions

Technology

DXD is “boy-centric”; too targeted at boys and excludes others.

Consumers are ratings savvy and use ratings to decide quality

More brand differentiation from Nickelodeon and Cartoon Network.

Create the “clubhouse” that your demographic wants.


Conclusions

Your demographic is smart.sophisticated.insecure.easily distracted.

Questions / Comments?

Contact…

Zac Taschdjian720 233-0894

[email protected]

Consumer Analysis Sample

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