www.BrandLessBox.com White Paper

1. Aaron
Abbott—www.BrandLessBox.com
1
Running
Head:
CONSUMER
SEGMENTATION
Consumer
Segmentation
for
The
Institute
for
Forensic
Education:
Psychographic
Evaluations
of
Market
Segments
Aaron
Michael
Abbott
www.BrandLessBox.com
Introduction

2. Aaron
Abbott—www.BrandLessBox.com
2
The
Institute
for
Forensic
Education
(IFFE)
has
sold
an
interactive
DVD/CD-­‐
ROM
training
program,
Forensic
Death
Investigation,
to
the
Criminal
Justice
System
since
2005.
The
past
5
years
have
provided
IFFE
with
valuable
insights
into
who
the
target
market
is,
and
who
they
are
not.
With
existing
customer
feedback
on
everything
from
use
of
the
training
program,
to
their
experience
on
the
Web
site,
demographic
measures
and
psychographic
surveys
have
shown
the
depth
of
the
Criminal
Justice
System.
The
product
by
nature,
dealing
with
the
dead
body,
hits
each
and
every
consumer
within
the
target
market
on
an
emotional
level—
regardless
of
their
segmentation.
“It’s
when
you
target
the
psychographic
thought
patterns
of
your
audience
that
things
really
get
moving,”
(D’Souza,
2005).
IFFE
has
been
developing
a
new
business
model,
www.CJexchange.com.
This
site
will
work
to
provide
a
platform
where
each
of
these
market
segments
can
connect
and
gain
access
to
these
unique
video
resources—at
prices
determined
by
their
need
and
willingness
to
pay.
The
existing
site,
www.ForensicDeathInvestigation.com,
will
continue
to
be
utilized
to
target
the
market
segment
that
has
been
converting,
the
teachers/trainers;
and
further
used
as
a
reference
for
credibility
to
those
market
segments
drawn
to
the
resources
of
new
site—students,
professionals,
and
non-­‐
industry
personas
(Figure
1).
Each
segment
shares
one
common
desire—to
access
this
type
of
multimedia
content.
Being
able
to
connect
with
multiple
segmented
persona
categories
as
explored
by
Lloyd-­‐Jones
&
Beynon-­‐Davies
(2007)
is
an
advantage
for
IFFE
and
the
products
being
sold.
Figure
1.
Flow
chart
showing
target
market,
market
segments,
and
variables

3. Aaron
Abbott—www.BrandLessBox.com
3
Study
Aides
Students
Economic
(and
parents)
Value
General
Interest
Teaching
Tools
Economic
Value
Teachers/ General
Trainers
interest
Continuing
Education
The
Criminal
Justice
System
Unique
Content
Continuing
Education
Case
Studies
Professionals
Genreal
Interest
Unique
Content
General
Interest
Non-­‐Industry
(tv
show
fans)
Economic
Value
Students
(and
their
parents)

4. Aaron
Abbott—www.BrandLessBox.com
4
The
development
of
www.CJexchange.com
is
focused
primarily
on
the
market
segment
that
consists
of
the
students
of
the
Criminal
Justice
System.
The
parents,
in
the
cases
of
students
under
the
age
of
18
primarily,
are
necessarily
considered,
as
they
are
the
source
of
spendable
money
for
many
students,
as
well
as
lend
insight
and
control
in
the
decisions
the
students
will
make.
Appealing
to
the
needs
and
desires
of
the
students,
with
an
appeal
to
the
respect
of
the
parent’s
authoritative
and
caring
personas
can
lend
to
great
reward
in
affective
marketing
efforts
that
lead
to
conversions.
The
values
of
the
training
program
to
the
students
involves
the
benefit
to
their
education
and
establishing
a
foundation
of
knowledge
that
is
acquired
from
the
actual
experience
of
the
author’s
career
in
the
medical
examiner’s
office,
and
investigating
crime
scenes.
Students
have
general
interest
in
the
topics,
as
they
are
the
foundation
of
their
education
and
future
career.
Providing
them
with
total
access
at
reasonable
rates
the
students
can
afford
will
further
appeal
to
their
need
to
purchase
this
video
experience
as
a
valuable
study
aide.
With
prices
that
will
allow
them
to
go
out
to
the
big
party
over
the
weekend
after
the
football
game,
IFFE
can
guarantee
a
positioning
in
the
segment
that
will
fit
right
in
with
their
way
of
life.
As
long
as
the
student
makes
the
grade,
the
parent
will
be
happy
with
the
choice.
Teachers/Trainers
Teachers
and
trainers
in
the
Criminal
Justice
System
have
proven
to
be
the
primary
consumer
of
the
existing
business
model.
While
they
purchase
the
program,
their
students
use
the
resources
the
most.
This
segment
looks
to
these
resources
as
tools,
and
how
these
tools
can
help
them
better
achieve
their
objectives

5. Aaron
Abbott—www.BrandLessBox.com
5
to
successfully
teach
their
students.
Many
said
they
want
the
program
but
the
cost
for
use
in
the
classroom
environments
is
outside
the
limits
of
their
budget
(without
approval).
Some
show
the
interest
in
reference
of
their
desire
to
earn
continuing
education
credits.
The
content
truly
appeals
to
their
need
to
provide
and
access
this
unique
and
original
training
content.
Balancing
this
segment’s
desire
to
purchase
these
valuable
tools
with
a
reasonable
price
would
facilitate
the
conversion.
Existing
segment
members
have
commented
how
it
would
be
great
if
IFFE
gave
their
students
direct
access
to
the
content
with
some
type
of
affordable
student
Web
site—that
this
ultimately
would
lead
to
better
consumption
and
use.
Rather
than
relying
on
the
schools
to
individually
go
through
their
bureaucratic
approval
processes,
then
purchase,
and
then
distribute—the
goal
of
the
original
business
model
launched
in
2005.
The
teachers
show
they
don’t
care
where
the
students
get
their
information.
The
insights
of
this
segment
have
proven
to
expand
the
vision
and
reach
of
IFFE.
By
providing
a
unique
student
training
experience
online,
the
teacher’s
insight
lends
to
better
acceptance
of
the
program
and
to
the
eventual
purchase
approval
from
their
governing
administrations.
Professionals
Professionals
are
a
smaller
segment
within
the
body
of
the
Criminal
Justice
System.
Provided
with
the
resources
and
affordable
access
to
be
provided
by
the
new
resources
at
www.CJexchange.com,
they
may
prove
to
be
more
potent
than
previously
observed.
As
teachers/trainers
emerged
as
our
most
active
segment
with
the
first
Web
site,
attention
has
been
unintentionally
focused
on
them.
With
new
capabilities
of
the
Internet,
IFFE
is
able
to
widen
the
scope
to
reach
out
and

6. Aaron
Abbott—www.BrandLessBox.com
6
target
these
potentially
valuable
market
segments.
The
professionals
exhibit
the
need
and
desire
to
earn
continuing
education
credits.
IFFE
is
working
to
acquire
actual
accreditation
from
governing
associations
and
agencies
that
approve
these
resources
as
accredited
training
resources.
The
state
of
Colorado
has
already
approved
the
program
for
4
hours
of
continuing
education
credits.
Professionals
need
case
studies
to
refer
to
in
ongoing
investigations
that
provided
unique
content
that
they
may
have
never
been
exposed
to
before.
In
this
field,
exposure
is
everything,
as
no
crime
scene
is
ever
the
same.
They
further
have
a
general
interest
into
the
subject
matter
that
reaches
even
deeper
than
the
basic
appeal
of
human
emotions.
This
body
of
knowledge
represents
the
career
and
industry
that
puts
food
on
their
table,
and
the
roof
over
their
head.
By
ensuring
they
can
be
at
the
top
of
their
field
by
gaining
more
knowledge,
IFFE
can
target
this
segment
effectively.
Appealing
to
these
psychological
insights
of
this
segment
could
lead
to
greater
acceptance
throughout
the
entire
Criminal
Justice
System.
Non-­‐Industry
(television
show
fans)
In
many
cases,
looking
at
a
non-­‐market
segment
as
a
market
segment
would
seem
contradictory.
However
in
this
case,
it
is
a
tremendous
advantage.
Over
the
past
10
years,
major
television
studios,
such
as
CBS
and
NBC,
have
popularized
the
workings
of
the
Criminal
Justice
System
with
their
Primetime
Dramas—such
as
CSI,
Law
&
Order,
NCIS,
Cold
Case,
etc.
As
a
result,
there
is
a
huge
market
that
consists
of
fans
of
these
television
shows.
As
of
this
evaluation,
the
television
show,
CSI,
has
894,474
fans
(Facebook.com,
n.d.).
People
love
these
shows
for
the
drama,
the
crime,
the
subject
matter,
and
the
mystery.
One
opportunity
to
IFFE
is
the
studios

7. Aaron
Abbott—www.BrandLessBox.com
7
are
limited
by
what
they
are
able
to
show
on
public
airways
per
the
Federal
Communications
Commission
(FCC).
With
effective
marketing
campaigns
on
these
fan-­‐pages,
IFFE
can
appeal
to
the
curiosity
left
by
the
lack
of
these
shows
to
show
the
reality
of
the
dead
body
at
the
scene,
or
during
the
autopsy.
Unlike
Faces
of
Death,
which
perverts
the
subject,
the
goal
is
to
expose
them
to
the
reality
of
what
they
see
on
television
every
day
with
the
resources
that
train
the
industry—making
them
feel
as
a
part
of
the
Criminal
Justice
System
ultimately.
Providing
an
economic
value
they
can
afford,
that
fulfills
their
curiosity
and
general
interest
to
see
what
a
real
autopsy
or
dead
body
looks
like
will
ensure
consistent
conversions.
Conclusion
The
current
price
point
IFFE
is
considering
for
www.CJexchange.com
is
$10.00
for
30-­‐day
access
to
more
than
250
video
clips.
There
will
also
be
a
Student
Semester
Bundle
that
gives
students
access
to
this
content
for
4
months
for
$24.95.
Regardless
of
what
the
bundle
is
called,
the
main
variable
to
be
considered
is
what
each
market
segment
will
be
willing
to
pay
in
order
to
maximize
conversion
rates
within
each
segment.
Jiang
and
Tuzhilin
conclude
in
their
studies,
“that
individual-­‐
level
models
statistically
outperform
aggregate
models
of
customer
behavior”
(2006).
Paying
attention
to
the
individuals
of
these
segments
will
allow
for
greater
insight
to
effective
marketing
efforts,
stimulating
increases
in
conversions
led
by
qualified
leads
that
convert.
After
all,
“’many
brands
compete
for
the
same
demographic,
and
what
separates
the
winners
from
the
losers
is
often
the
ability
to
identify
and
reach
the
right
psychographic,’
said
Sarah
Welch,
COO
and
co-­‐founder
of
Mindset
Media”
(Martellaro,
2008).
This
has
been
an
advantage
for
IFFE.
Since

8. Aaron
Abbott—www.BrandLessBox.com
8
day
one,
the
primary
objective
was
to
understand
the
segment
that
is
purchasing
the
training
resources.
With
a
limited
budget,
IFFE
had
to
determine
who
is
buying,
and
where
they
can
be
found.
To
date,
efforts
have
revolved
around
the
teachers/trainers.
Even
though
sales
have
been
limited,
this
thought
process
has
proven
to
be
effective
in
the
development
of
the
future
business
model
and
how
it
will
work
in
conjunction
the
existing
site
to
facilitate
the
conversion
of
each
market
segments
discussed
in
this
evaluation.
References

9. Aaron
Abbott—www.BrandLessBox.com
9
D’Souza,
S.
(2005).
An
old
lesson
on
target
audience…the
iPod
way.
Marketing
Profs.
Retrieved
January
13,
2010
from
http://www.marketingprofs
.com/5/dsouza40.asp?sp=1
Facebook.com.
(n.d.).
Retrieved
January
12,
2010
from
http://www.facebook.co
m/search/?q=CSI&init=quick#/CSICrimeSceneInvestigation?ref=search&sid
=1676255965.319495464..1
Jiang,
T.,
Tuzihilin,
A.
(2006).
Segmenting
customers
from
population
to
individuals:
does
1-­‐to-­‐1
keep
your
customers
forever.
IEEE
Transactions
on
Knowledge
and
Data
Engineering,
18(10),
1-­15.
Retrieved
January
12,
2010
from
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%20from%20Population%20to%20Individuals%206d52b469-­‐da70-­‐4ebb-­‐
b64c-­‐068755509078.pdf
Lloyd-­‐Jones,
A.,
Beynon-­‐Davies,
P.
(2007).
Segmenting
the
second
hand
book
sectors
core
customer’s
using
demographic,
psychographioc,
and
benefits.
International
Journal
of
the
Book,
4(1),
131-­‐138.
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13,
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from
http://web.ebscohost.com/ehost/resultsadvanced?vid=3&hid=105&si
d=aff93844-­‐6d25-­‐4c1a-­‐9eac-­‐2d20443240ec%40sessionmgr110&bquery=
%28Segmenting+the+Second+Hand+Book+Sectors+Core+Customer%E2%8
0%99s+Using+Demographic%2c+Psychographic+AND+Benefits%29&bdata
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kYj1mdW5rJmRiPThnaCZkYj1obGgmZGI9bHhoJmRiPXVsaCZkYj1wcmgmZGI
9YndoJnR5cGU9MSZzaXRlPWVob3N0LWxpdmU%3d
Martellaro,
J.
(2008).
Mindset
media
finds
Mac
users
more
“open
minded.”
The
Mac

10. Aaron
Abbott—www.BrandLessBox.com
10
Observer.
Retrieved
from
http://www.macobserver.com/article/2008/
01/21.9.shtml