Why Ads?

Behaviour Analysis

This section looks at behaviour based analysis and models.

Commentary to follow.

Some Models

Managing Change's research into BPR and Organisational Cultural Change developed a General Behaviour Cultural model. It can be used to understand and position different behavioural models.

Managing Change's SIM Behavioural Segmentation Model is based on consumers attitudes and actions with regard to acquiring financial services products. It is based on how astute and how confident people are with financial matters. As such it probably straddles the inner/outer boundary of the General Cultuural Model.

Marketers increasing use models to describe consumers and their behaviour and whilst many may not be originally created for financial services or SIM they could be adapted. An illustration of this is the Ethical Behaviour Segmentation Model.

Various consumer segmentation models have been defined in the section on Interactive TV. They include:

• Viewing Behaviour of UK Television Viewers with both Analogue and Digital TV

• Programming Viewing Preferences

• BBC Adopts Tribes

• Economic and Social Research Council suggests Life Style & Prosperity Models

• Harris Interactive and Buyer Motivation

• Arbitron NewMedia Social Reasons for Attending Movies

• Life Style and Special Interest Magazines Move to TV

• Special Interest Catalogues

External Resources
 

1. McGovern, Gerry, New Thinking, a free weekly email contributing to a philosophy for The Digital Age, NUA. Send an email to: New Thinking Request with the word subscribe in the body of the message.
   • What I like about New Thinking is that it relates the use of the Internet and other interactive mediums to the existing use of the various mediums. Sure, the Internet etc. provides new possibilities and may even create new business models, but New Thinking reminds us not to neglect the basic marketing and communications principles as well as human behaviour.
     Each email covers just one topic and is typically half a page.
2. See the Links to External SIM Resources.

[SIM Overview] [Concepts and Principles] [Distribution Issues]
[Behaviour Analysis] [General Behaviour Cultural model] [SIM Behaviour Segmentation Model] [Ethical Behaviour Segmentation Model]
[Business Rules Approach] [SIM Brochure]

[SIM Overview] [One to One Marketing] [Mass Customisation] [Interactive Mediums] [STEP Analysis]
 [SIM Executive Summary] [SIM Report] [SIM Project] [SIM Framework] [SIM Methodology] [SIM Illustrations] [SIM Links]

[Key Information & Resources] [Guest Contributions] [List of Support Topics] [What's On]

[Contact] [Company] [Disclaimer] [Privacy] [Legal] [Copyright Fair Use] [Feedback] [Publications]
[Publicity] [Why Ads?] [What's New] [What's Coming] [Technical Info]
 [Home]    [Site Search  form]     [For a Full list of Contents see the Site Map]