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Easy Bournemouth

Easy Bournemouth. Presented by Waller Insight. Easybournemouth.co.uk. Making local information that is useful to OAP’s accessible in one place. Consisting of three tabs: Information Deals Social . OUTPUT 1: Consumer Profile.

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Easy Bournemouth

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  1. Easy Bournemouth Presented by Waller Insight

  2. Easybournemouth.co.uk • Making local information that is useful to OAP’s accessible in one place. • Consisting of three tabs: • Information • Deals • Social

  3. OUTPUT 1: Consumer Profile Used strategies by Arnould, Price and Zinkhan (2004) to build a consumer profile of an OAP. Our Findings (Data): OAP’s spend less time on the internet than a younger age-group. (Mintel 2010) Fact: The population of over 65’s in Christchurch is 30.4%, almost double the UK figure of 16.5%. It is predicted to be 37.9% by 2031.

  4. Our Target Consumer: Output 1 We are targeting consumers of the age 70+ Day in the life: • Gets up early • Like to go out a do shopping • Enjoy socialising • Crafts

  5. OUTPUT 2:General Values We Interviewed 6 OAP’s using the Csikszentmihalyi and Rochberg-Halton’s interview guide to find their general values. The most common pieces of data we found were: • Special objects were either photos, or objects given by other family members or close friends • They represent: A reminder of happy times Special occasions

  6. Insight from OUTPUT 2: Insight: OAP’s fear getting old and forgetting their loved ones Research theme: OAP’s cherish these belongings because it reminds them of the past Data: OAP’s most important possessions in the home were there photographs and gifts

  7. OUTPUT 3: Motivational Research • Research inspired by Ernest Ditcher's motivational research technique. • Our Hypothesis: “OAP's find the internet challenging to use because it is so vast. They are afraid of any change to their daily routine, as they are conscious of the deterioration of their importance and position in society.” • Common trends discovered in results

  8. Insight from OUTPUT 3: Insight: OAP's feel out of touch with the fast moving technological advances of the internet Research theme: OAP's are challenged by the internet vast amount of data. Data: OAP's go on the internet to find out information that thy can't otherwise find.

  9. Designed to characterise consumer thinking and behaviour models in actionable ways using consumers metaphors. Process Instructed to collect images related to a topic that means something to them 7-10 days later- Guided conversation to learn deeper meaning of topics. Themes put together and a consensus map is created Findings When asked further however, the internet seemed too big and scary to find such uses Output 4: Zaltman Metaphor Elicitation Technique (ZMET)

  10. Insight from OUTPUT 4: Insight: OAP’s can see uses of internet but feel out of touch with its’ fast moving changes Research theme:OAP’s are tempted by online deals but feel anxiety towards using the internet Data: Images of deals and newspaper aps for mobile phones

  11. Output 5 - Theory of Reasoned Action • Set out by Fishbein and Ajzen. The theory suggests that behavioural intent is created from our attitudes about the behaviours, and our subjective norms.

  12. Insight from OUTPUT 5: Insight: OAP’s can see how useful the internet is for finding information, but feel lost in the amount of data available Insight: OAP’s Understand how people use the internet for socialising, but are worried about meeting people they have met online Research theme:OAP’s don’t use the internet to socialise due to anxiety about people stealing their details online Research theme:OAP’s use the internet to find information but are overwhelmed by the vast amount of data. Data: OAP’s do not believe that social lives are important, but do not use the internet for this purpose Data: OAP’s believe that being knowledgeable is good, and that the internet will increase their knowledge

  13. Output 6: ELM • We have created 3 strong and 3 weak promotional strategies to inform OAP’s about Easy Bournemouth • The TRA model shows that OAP’s are influenced by their family members and partners, therefore we have included them in our adverts. • Through our promotional strategies we intend to highlight the fact that Easy Bournemouth will improve OAP’s social lives and help them save money.

  14. Radio jingle: Played on Heart Dorset, 102.3 FM

  15. Put yourself out there… Easy Bournemouth is a great way to socialise! With over 20 social events happening each week! With just a click Easy Bournemouth will help you plan your week. www.easybournemouth.co.uk The truth’s in the name. Join us at EASY Bournemouth.

  16. Event – Fish and Chips on the Pier Promoted through the Daily Echo Free entry for OAP’s Opened by Virginia Wade Tutorials on how to use the website Stalls showing deals Social society’s and groups sign-up’s “A great way to make the most out of your community” • Sponsored by

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