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User Segmentation Project

User Segmentation Project. Anna Everitt, DANTE TF-MSP , Málaga , 8 June 2009. Segmentation Project Objectives. Understand pan European requirements Provide an insight into user activity and provide direction for dissemination

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User Segmentation Project

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  1. User Segmentation Project Anna Everitt, DANTE TF-MSP, Málaga, 8 June 2009

  2. Segmentation Project Objectives • Understand pan European requirements • Provide an insight into user activity and provide direction for dissemination • To have a single source of pan European user profiles and information relevant to GÉANT’s target audience • To enable a more formal, structured approach to communications with pan-European users • Identification of users who would benefit from technical consultancy support so as to make more (fruitful) use of the network

  3. Project Timeline

  4. Survey Methodology Sample • Desk research – yielded sample • NRENs – also invited contacts (BELNET, GARR, RENATER) Questionnaire • Design of questionnaire and testing/piloting • 7 languages – Croatian, English, Dutch, French, German, Italian, Portuguese • Quantitative – but also qualitative comments collected as far as possible (open ended questions were included) Survey • Options offered for on-line, phone interview, self completed – about 80% opted for on-line and 20% for other methods • 964 responses completed (target was 400)

  5. Data Summary Universe Data Key Stats Summary Survey Data Key Stats Summary

  6. Survey Data: Countries Participating

  7. Research Generated Segments Six Needs Driven Segmentation Schemes • High Bandwidth/High Network Performance • Video/Data Conferencing • Remote Sources Access • Data Security • eduroam/Remote Network Access • Generic Service/Solution Opportunity Segments – End –users who appeared ‘strong’ in three or more of the needs areas • Once these six ‘segments’ were identified these needed to be populated so that the could be applied to an identifiable and contactable end-user base.

  8. Project and Database Objectives Population Profile: Explanation on the following page

  9. Project and Database Objectives The graph on the preceding page(Population Profile) shows the objective of the project, to better analyse and segment the needs of network users who fall into Category B and Category C. Category D users are already well known, and have very specific needs. Category A users have very standard needs (e.g. Web, email). Category B and C users begin to display patterns of needs, that are likely to be relation to the type of research subject they are working on, the size of the research funding, and the number of partners involved in the research.

  10. Universe and Survey Data Mapping: i) Comparing importance of Project Theme (by number of funded projects), against segmented networking needs of each theme area. 300 250 200 150 100 50 0 From the Universe Data From the Survey Data High Med Low 10 Project Themes

  11. Project and Database Objectives The graph on the preceding page(Universe and Survey Data Mapping) shows possibilities from the research to judge the importance of expressed needs, against the significance of that population category. Comparitive judgements can be made on for example the number of projects (as per the graph), or the size of funding, or the number of partners. It can be seen from the graph that the two themes of Information Processing and Medical research represent by far significant levels of research activity. Their related communication needs, therefore can be said to have significant importance.

  12. Some Overall Observations • Some regions have far greater dependence on network access due to geographical location e.g. Croatia 71%, Hungary 67%, Poland 62% highlighting the pivotal role the networks play in bridging the digital divide • 94% of survey participant use bespoke high bandwidth research & education networks such as GÉANT to swap large files • 40% of respondents send or receive files of up to 1Gb, one third of those receive such files every day. • Other significant areas of unmet needs identified include videoconferencing which is under-used but the technology and equipment is available • Technology is not being used to its full communications/collaboration potential. Projects want: • More web-based collaboration • More online workshops • Better online libraries

  13. What Next? Using the data • A cookbook has been produced with simple steps on how to run reports and view the universe and survey data • A one day workshop was held in April for members of the steering group – another is to be held on Wednesday 14 October in Brussels (limited places are still available) Find out more • As the data has been based on specific types of need (e.g roaming, resource access) ......it will retain its value into the medium term • View the deliverable for more information GN2-09-003: DN3.0.3,5 - Specific Suport Actions - User-Base Segments • And finally ……continue to run reports and act on the results!

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