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We conducted a quantitative research project to explore the use of a well-known media website but, intriguingly, also wondered if the opportunity might exist to incorporate a ‘deep dive’ segmentation of the Irish digital audience within this study.
Following several client/agent brainstorming sessions, a project was devised which covered both objectives and indeed exceeded expectations by not only providing a comprehensive review of the digital provider and its positioning in the market, but also in shedding an entirely new light on Irish digital consumers.
The starting objective of the research was to produce insights of use in developing a strategy to reinvigorate the website and turnaround the recent decline in traffic. A refined objective, and fundamental to forming a strategic plan, was to conduct a segmentation of the Irish digital audience.
The quantitative survey approach consisted of two phases:
The study aimed to understand digital consumer behaviour by creating a segmentation model that balanced traditional demographic and behavioral factors with more nuanced psychological insights. While acknowledging the value of psychographic data, the researchers recognised the challenge of targeting segments based solely on emotional factors. Therefore, they collected data on demographics, digital content consumption, and website/app usage. Additionally, they developed two unique behavioral metrics: one measuring dwell time on news/entertainment sites and another (not detailed here) to further differentiate digital consumer types.
The research clearly identified the competitive positioning of the client by content area, highlighting strengths such as the quality of News and Business output, trusted content, and its destination status for national event coverage.
The research has revealed a set of four very clearly defined audience segments. This aspect of the research began as a secondary objective but has been so enlightening for the client that it has become the singular guiding force behind the formulation and execution of digital provider’s future digital strategy.
