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Personicx Interrnational |
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Personicx International
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There are enormous complexities when taking a brand cross border, requiring you to understand the cultural and economic nuances of one location compared to the next, and all the while safeguarding brand reputation. The simple and cheap alternative is to rollout an existing UK campaign using a one-size fits all approach, but experience shows this can alienate potential customers and have serious negative long-term implications.
Our unique international solution, Personicx International, can give you the local knowledge you need to understand some of the major questions that are likely to face you, such as: How big is our market in each country or region? Who will buy our product in each country? To what extent is each domestic market similar to the others, and therefore do we need to employ a standardised approach to the product, or a highly customised communications strategy?
Personicx International is the result of integrating customer analysis and segmentation from our comprehensive lifestyle databases in Western Europe, China, the US and Australia. It was built by cross-tabbing the lifestage factors of age and family composition, with a combination of variables, which classify wealth and socio-economic status along with the very powerful contextual variable of ‘urbanicity’. This variable mix has proven to produce strong discrimination across all fourteen countries it has been built for, providing marketers with the kind of cross-border customer insight that has not been feasible before. It is ideal for strategic planning and analysis, and global campaign planning.
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