"Colourtext always take a fresh approach to discovering hidden patterns in data. Whether you want to conduct segmentation or mine your CRM for deep insights, they will help you see your customers , and what they are seeing , in new ways."
Segmenting the market for the world's biggest Reality TV show
Client: Fremantle & Fox TV Network
Project: FECI Market Segmentation & Fan Map model
Project design: Colourtext & Innovation Pipeline
Fieldwork partner: Kantar Profiles
Colourtext and brand consultancy Innovation Pipeline were invited to create a market segmentation of the TV audience for American Idol, the world's biggest Reality TV show. After years at the top of US TV ratings American Idol was beginning to feel the pressure as new reality TV formats came on-stream and drew viewers away.
Colourtext developed a FECI market segmentation and Fan Map model of the US Reality TV audience that re-framed perceptions of American Idol viewers and their motivations to engage with music talent show content. The viewer personas we developed inspired new creativity in content production, which underpinned the revitalisation and relaunch of the American Idol brand.
If you'd like to discuss what a FECI segmentation and Fan Map model might look like for your market please drop us an email and we'll get right back to you.