The FECI Segementaion & Fan Map is a powerful way to explain any market by segmenting consumers into Fans, Enthusiasts, Casuals and Indifferents.
FECI Segmentation and the Fan Map is a powerful way to explain any market by segmenting consumers into Fans, Enthusiasts, Casuals and Indifferents (hence the FECI acronym).
It's a market segmentation method that positions consumers on an intuitive Fan Map to predict how much time, effort and money a potential customer is likely to invest within a specific market or field of interest. FECI segmentation takes careful account of the cultural and lifestyle disposition of a consumer, their appetite for new information and levels of innate interest or market knowledge prior to making a purchase decision.
The FECI Segmentation and Fan Map model was originally developed in 2003 for the music and media industry. It continues to underpin the world’s biggest and longest running market segmentation of music fans and has been applied successfully to a wide range of entertainment and consumer brand sectors.
FECI is an acronym based upon the names of 4 broad archetypes found in a lot of consumer-facing sectors - Fanatics, Enthusiasts, Casuals and Indifferents. FECI segmentation underpins the Fan Map, which predicts the cultural and lifestyle disposition of a consumer, their appetite for new information and levels of innate interest or market knowledge prior to making a purchase decision.
Music Fanatics are relatively small in number but represent the heaviest, most committed and profitable type of music consumer out there. They invest almost crazy amounts of time, effort and money into their relationship with music.
A FECI Fan Map is a powerful way to explain people's relationships with food by segmenting consumers into Fans, Enthusiasts, Casuals and Indifferents. Here we take a look at three different types of Food Fanatic.
Music Casuals represent the core of the mainstream music audience and get their main music fix from radio, video and social media. Thanks to their big population size Music Casuals represent a valuable high-volume audience of light and irregular music consumers.
The FECI Segmentation and Fan Map model was originally developed in 2003 for the music and media industry. It continues to underpin the world’s biggest and longest running market segmentation of music fans and has been applied successfully to a wide range of entertainment and consumer brand sectors.
A passion for music is a key part of life for Enthusiasts but they tend to be plugged into several passion-fields at once rather than wholly committed to just music. Enthusiasts want to feel part of an exciting and vibrant scene, experience something authentic and immerse themselves in an alternative world that feels both real and inspiring.
Music Indifferents are people with little or no interest in music who often struggle to recognise any of the tunes played at a wedding disco. However, this does not mean music is entirely absent from their lives.
