Consumer Analysis

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Consumer Analysis
Disney XD
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Why boys need mothers!
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Background/Introduction Who Are the Consumers?
Personas Demographics What Are Consumers
Saying? Brand Perceptions Brand
Associations What Does it all Mean?
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Who are the Consumers?
Gen-Y
No perfect definition, but those born between
about 1980 and 1999. Cultural identifiers Ubiqui
tous technology Powerpuff Girls High School
Musical
Gen-X
Born between about 1961 and 1981. Cultural
identifiers MTV (showing music
videos) Reagan Punk Rock
Baby Boomer
Born between about 1945 and 1955. Cultural
identifiers Woodstock Howdy Doody Vietnam
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Are the Consumers your target demographic?
Who is the target demographic?
Tween boys, ages 6-14. interests Music Sports
Gaming TV/movies
A male version of Hannah Montana?
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Primary demographic
Persona Dean Johnson
Tween boy, likes hanging out with his friends,
likes pushing boundaries.
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.
Experience
Behavior
Unmet Needs
Perceiving TV is purposeless fun.
TV Watches for entertainment Pros easy, can do
it whenever. Cons programming doesnt appeal
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.
Social Networking Keep in contact with my
friends and show off a little. Pros easy,
creative, engaging Cons not as entertaining.
Thinking I want to watch movies and cartoons and
music videos and extreme sports and
Gaming entertainment Pros cool, fun Cons
expensive to buy
Feeling Nothing on TV reflects how I really
feel. The characters are lame.
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Persona Sara Wilson
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 isnt on TV, she will watch it on
YouTube.
Experience
Behavior
Unmet Needs
Perceiving Doesnt matter what time her favorite
shows are on theyre always on the web.
Tivo Watches for info and entertainment Pros
cheap, easy Cons limited programming,
Interesting and reliable programming content
Delivery to a variety of technology.
Netflix entertainment Pros good selection, no
ads, Cons have to wait for delivery
Thinking Her friends told her about a new
station that has a show she saw and liked.
YouTube entertainment, information Pros good
selection, no ads, Cons have to dig through
lots of stuff. Have to watch it on computer
screen.
Feeling TV can be boring and I hate sitting
through the ads. It sucks when they cancel
shows.
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Persona Mike Hart
Mid 30s, highly educated, financially secure,
trying to save and build his career.
Mikes 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.
Experience
Behavior
Unmet Needs
Perceiving too many ads, obnoxious, kid oriented
programming.
Cable Watches for info and entertainment Pros
cheap, easy Cons limited programming, ads
Affordable entertainment that he can rely on.
Relevant advertising
Thinking too many ads, all the classics that he
loved as a kid are gone.
Netflix entertainment Pros good selection,
cheap, no ads Cons have to wait for delivery
Feeling TV sucks except for a few shows I really
like but they always get cancelled.
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Persona Rick Johnson
Early 60s, 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 doesnt
want to be stressed out by TV. While he
generally thinks cartoons are for kids, hes
recently discovered the Simpsons and has a soft
spot for Bugs Bunny.
Experience
Behavior
Unmet Needs
Perceiving too many ads, doesnt work with his
satellite service, they cancelled his favorite
show
Cable Watches for info and entertainment Pros
cheap, easy Cons limited programming, ads
Affordable entertainment that he can rely on.
Relevant advertising
Thinking I wish Golden Girls was still on! I
like to go make a sandwich during commercial
breaks.
Netflix entertainment Pros good selection,
cheap, no ads Cons have to wait for delivery
Feeling TV has really gone down hill since I was
young. I should buy a Tivo to avoid all the ads.
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Respondent data
Gen-X
Baby Boomer
Gen-Y
Largest group of Consumers 53 of total
Male (23 of group) 13 positive 11 neutral No
negatives Female (29 of group) 28 neutral 2
negative No positives
Male (17 of group) 11 neutral 6 positive No
negatives Female (6 of group) 6 positive 3
neutral No positives
Male (19 of group) 6 positive 17 neutral No
negatives Female (4 of group) 2 neutral 2
negative No positives
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Respondent data
Sentiment
Many neutral comments are actually negative.
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Respondent data
Correlations
Weak positive correlation between age and
sentiment (0.23)
Younger viewers are more positive.
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What are the consumers saying?
Gen-Y
Boomers
Gen-X
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 arent.
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.
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What are the consumers saying?
Gen-Y
Boomers
Gen-X
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 its because
the product just launched) Brand Associations
Disney cartoons from their childhood (e.g Bugs
Bunny). Disney theme parks and characters.
Disney feature movies.
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What are the consumers saying?
Gen-Y
Boomers
Gen-X
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.
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Conclusions
Technology
Programming
Tie-Ins
Perceptions
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Conclusions
Technology
Tie-Ins
Programming
Perceptions
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.
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Conclusions
Technology
Tie-Ins
Programming
Perceptions
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 dont like. Dont change
programming around too often. Build brand
equity by being consistent with programming.
Leverage existing brand equity. Keep
programming fresh dont show the same reruns
more than once a day
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Conclusions
Technology
Tie-Ins
Programming
Perceptions
Older Consumers liked the products availability
on Sirius backseat service. Several mentions
of related comic books, books, and feature length
movies. Dont forget the significance of
gaming to your target audience. Music is hugely
important to your target audience. (c.f. Hannah
Montana)
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Conclusions
Technology
Tie-Ins
Programming
Perceptions
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.
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Conclusions
Your demographic is
smart.
sophisticated.
insecure.
easily distracted.
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Questions / Comments?
Contact Zac Taschdjian 720 233-0894 ztaschdjian_at_
gmail.com