Dentsu has developed "Motivation Clusters" as a new marketing survey method that focuses on the perspective of human psychological needs, and has begun providing data based on an original consumer database.
In recent years, with the continuing diversification and fractionalization of consumer lifestyles and behavior patterns, it has become increasingly difficult to truly understand the targets using only demographic information, such as gender, age, occupation, etc. At the same time, a new approach has arisen, in which the consumers targeted for communications are positioned as business partners in the creation of new products and services.
In this background, there has been a growing demand for new perspectives and methods for categorizing consumers. In response to those demands, Dentsu has developed a new marketing survey method that categorizes consumers from the perspective of "psychological needs," based on the results of research in the field of psychology.
By using "Motivation Clusters," we can now identify triggers in the consumers´ hearts that could not be effectively understood using consumer categorizations based only on attributes such as gender and age.
Specifically, based on Dentsu´s original "d-camp" consumer database, we analyzed motivational trends using items called "Communication Motivators,[PDF Download(358KB)(Japanese file only)]" and classified these motivators into six clusters: "Rich social lifestyle," "Living for now," "Living quietly," "Conservative daily life," "Fulfilling own world," and "Wants to have it all."
The diagram below illustrates the component ratios and characteristics of these six clusters.
Outline of six clusters categorized based on psychological motivations
The graphs below show breakdowns of the six clusters by gender and age.
The component ratios for each of the six clusters differ depending on gender and age, but each of these clusters maintains a certain ratio of the whole regardless of the age group.
Dentsu offers a data provision service based on the original "d-camp" consumer database, which combines these motivational clusters with the results of surveys on characteristics such as attributes, values, product purchasing behaviors, and media contact.
This service can be used in a wide range of situations requiring the categorization of consumers, for example to create effective campaign strategies, design communications, develop products, or conduct research on a global scale.