CLUSTER ANALYSIS

Publishers, broadcasters and advertising agencies often use Cluster Analysis to target specific groups of consumers who cannot be defined in simple demographic terms.

Telmar's Cluster program offers a quick and easy method of grouping people into similar attitudinal or behavioural types. Using a selection of variables, for example TGI Lifestyle statements, it is possible to segment a particular audience into a number of distinct groups, each of which has its own set of attitudes, behaviour patterns and media preferences.

Telmar's Cluster groups respondents together so that they are as similar as possible within groups, yet as different as possible between groups.

Telmar's Cluster program is:

• Quick and easy to use - even for a novice.
• Automatically highlights the ‘recommended’ cluster solution.
• Creates an ‘own code’ file which gives access to all the cluster solutions within Crosstab or Mediatab.
• Allows you to cluster respondents using a wide range of variables (not only TGI lifestyle).

Once you have access to your clusters in the Crosstab program, you can run them against brands, attitudes, media, and also demographics, as shown below:

 
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