Mindscope
Mindscope & ITV Behavioural Audience Typologies
3Gem ran a segmentation study to create Mindscope's behavioural audience typologies
3Gem designed and ran a study to segment UK TV viewers based on a variety of different TV viewing and social behaviours. Mindscope used the segments identified to move ITV beyond static segmentation and build six fluid behavioural typologies, based on the psychological role entertainment plays in the moment.
The Challenge
Understand and group TV viewers based on social & digital behaviours
ITV has ambitions to be the most talked about entertainment platform in Britain.
They approached Mindscope, a globally acclaimed behavioural science consultancy, with a need to elevate their knowledge of their core target audience (25–54-year-olds), by moving away from demographic based consumer clustering to social & digital behaviour-based typologies.
Based on Mindscope’s founder having previously worked with 3Gem across several projects in their previous role, they approached 3Gem to partner on the project and run a segmentation study.
The approach was truly collaborative, with 3Gem designing the research project and questionnaire, with input from Mindscope on specific consumer behaviour and traits.
The Methodology
Cluster analysis grouping respondents into 6 typologies
A 20-minute online survey was completed by a sample of n=3,000 nationally representative adults aged 25-54 who have watched television live or on-demand in the past week.
The survey was designed in collaboration with Mindscope and ITV and contained both attitudinal and behavioural questions to enable our statistician to create typologies based on common patterns.
Survey topics included contextual behaviour and life-stage, social & digital behaviour, motivations for viewing, viewing behaviours, content preferences, brand evaluation and profiling.
Cluster analysis was run on all 3,000 respondents to group them into 6 distinguished typologies.
The Outcome
Better understanding of core 25–54-year-old audience
Mindscope used the results and comprehensive Segmentation report, created by 3Gem, to feed into their wider, overall report to ITV.
We also created pen portraits for each of the 6 typologies highlighting differences in their profiles and behaviour to bring them to life.
The results provided ITV with an enhanced understanding of 25-54-year-olds, moving away from restrictive, demographic based analysis and instead a deeper knowledge of the evolving, and ever changing, social and digital behaviours of the UK TV viewer.
Finally, a set of questions that can be re-used going forwards to segment viewers into these typologies was delivered to ITV, to enable them to include their new consumer segments in all future research.
Lea Karam, CEO & Founder, Mindscope Labs
“We’ve really valued working with 3Gem across a number of high-profile studies. They’re knowledgeable, responsive, and incredibly reliable, with a genuine understanding of what it takes to conduct rigorous research and translate it into meaningful insight. Whether we come to them with a questionnaire we’ve designed ourselves and simply need high-quality data, or we need support across the full research process, from questionnaire design through to reporting, 3Gem consistently delivers. They make the process straightforward, give us confidence in the data, and allow us to focus on what we do best. ”
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