PRESENTATIONS & INFORMATION MODELING
Prior to this segmentation study, I did both tactical and strategic focus groups for our company’s entertainment and news programs, and analyzed ratings performance.
In 2009, our company embarked on a nationwide market segmentation study to aid corporate planning, content creation and marketing. I was part of the three-woman pilot team that facilitated and analyzed the nationwide market segmentation focus groups.
The results from the market segmentation eventually reframed how the Production teams and Business Unit Heads would strategize for their businesses, and launched products founded on targeting particular segments.Primary collaborators: Fiesta Parinas, Tara Jardeleza Division Head: Vivian Tin