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.