Audience Segmentation Study

STREET CROSSING

Research Methods

+ Ethnography

+ Cluster SamplingFranklin St., Columbia St. Intersection 2 hours

+ Secondary Research+ Case studies

+ Magazine, Journal, Newspaper articles (Qualitative)

+ Statistical research studies and data (Quantitative)

Audience Segmentation

We defined our target

audience psychographically,

rather than demographically,

by understanding their

behaviors and personalities

“We all end up dead, it’s

just a matter of how and

why.”

“Mother May I?”

“Knows the way,

goes the way,

shows the way”

“To be or not to be?

I can’t decide”

“I’ll be there for

you.”

Scope of Research

+ Who is likely to binge drink?

+ Why do people binge drink?

+ Why do people jaywalk or cross recklessly?

+ Understanding the leader-follower mentality

+ Understanding attitudinal and behavioral characteristics

that lead to “risky” behaviors

+ Anti-binge drinking campaign case studies

+ Pedestrian traffic campaign case studies

BINGE DRINKING

An inner struggle with

determines one’s response to risky situations.

IDENTITY

Ironic Tone

● Overcome identity crisis

● Works for all three psychographic groups

● Allows for many comparisons within one

strategic direction

Creative Messaging