| |
French Launches for Mosaic and Film Tracker
Two international products have made their French debuts. MR and information giant Experian has launched its consumer classification system, Mosaic, in the country, categorising consumers into 14 social groups and 52 types; and movie tracker Online Testing eXchange (OTX) is another recent arrival.
Experian's Mosaic France uses data based on 600 variables of behaviours and preference to identify groups including Urban Intelligentsia, Traditional Working Class, and Future Managers. The French launch follows the introduction of Mosaic Ireland in July.
By combining consumer data with new and original market research information, Mosaic France brings insights such as 'Local People Working in Professions with Specialized Skills and Expertise' have increased their use of the Internet. It can also, for example, tell marketers what newspapers Young Suburban Families read, how Young Couples Living in Towns spend their free time, and the attitudes of Older People Living in Towns toward certain financial products and services.
'Mosaic France delivers valuable information - from hobbies and lifestyle to favourite communication channels - to produce a completely new perspective on French consumers,' said Jai Sanyal, VP of Product Development for Experian Marketing Services.
The Mosaic country-specific consumer classifications are also available in Australia, New Zealand, Hong Kong, Japan, USA, Canada, Finland, Norway, Sweden, Denmark, Germany, Austria, Switzerland, Czech Republic, Spain, Netherlands, Belgium, Eire and the UK. The typologies used are specific to the demographic and socio-economic composition of each country. For example, the categories identified by Mosaic Ireland (see www.mrweb.com/drno/news4332.htm ) include Seriously Single and Affluent Suburbs, groups that reflect changes in the country's family make-up and increased wealth.
Experian is online at www.experian.com
Online Testing eXchange (OTX) has expanded its film tracking service to France. The service has been available for more than three years in the US and two years in the UK, Germany, Japan and Australia. This service provides customers in those regions with weekly reports on consumer awareness of and interest in feature film releases.
Clients can evaluate their film marketing campaigns up to five weeks prior to release, anticipate initial box office revenue and fine-tune strategies / change their marketing campaigns for any film being tracked by studying week-to-week trends and demographic shifts.
The international weekly study talks to 1,200 movie-goers in each country and the French sample will grow to this size in 2006 from an initial 600. OTX measures Awareness, Interest and Choice, plus newer aspects including 'Buzz' - are moviegoers talking about the film, and are their conversations positive, negative or neutral?; interest intensity, on a scale of 1 to 10; and how they became aware of the title.
OTX's home page is at www.otxresearch.com.
|
