What is FECI Segmentation?



Client: Sony Music

Project : Global FECI Market Segmentation

Project design : Colourtext

Fieldwork partner : Kantar Profiles


Back in 2003 Colourtext’s founder, Jason Brownlee, developed an audience segmentation technique that became known as FECI. This was an acronym that stood for Fans, Enthusiasts, Casuals and Indifferents.

FECI was originally built to drive audience growth and advertising revenues for radio and magazine brands like Kiss FM, Mixmag, Kerrang, Mojo and Q. Its data modelling technique proved successful and quickly found a role in other brand categories like food, financial services, sport, technology and television.

One of the earliest adopters of FECI audience segmentation was Sony Music. We developed a FECI segmentation model for understanding music consumers in 2008 that Sony took to heart and rolled out across their entire global organisation.

Now operating in 42 markets, Sony Music’s FECI segmentation model has been incredibly successful and is probably the world’s biggest and longest running market segmentation of music fans. Sony made this great explainer video to showcase the FECI segmentation model and illustrate the benefits it brings to their company.

If you'd like to discuss what a FECI segmentation might look like for your market please drop us an email and we'll get right back to you.

Mark Uttley
Group Strategy Director, AKQA, San Francisco, US

"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."

Joaquim Bretcha
International Director of Netquest and President of ESOMAR, Barcelona, Catalonia, Spain

"Colourtext and Netquest have partnered on different occasions to showcase the power of the digital behavioural data extracted from Netquest’s consumer panel. Colourtext has not only the expertise of dealing with big datasets but also has brilliant creativity to make the most sense out of them. Working with Colourtext is a rich, agreeable and easy going experience"

Mark Barber MBE
Planning Director, RadioCentre, London, UK

"More than a decade of success for Radiog auge across the world is a testament to Colourtext’s experience and perseverance. There are many obstacles to creating a global currency for measuring radio advertising effectiveness - Colourtext has managed to tackle all of them."

"It’s rare to find research companies that really understand the unique radio / listener relationship and what makes radio advertising work. With experience of researching the medium on both sides of the fence, Colourtext is one of those rare companies."

Simone Lawrence
Director of Insights, Canadian Broadcast Sales, Toronto, Canada

Colourtext has an agile approach to research that ensures a successful outcome to every challenge CBS gives them. The depth of experience and understanding the Colourtext team brings to each study demonstrates their value in the audio space. We have a very positive nine year working relationship behind us that has created significant value for CBS and our clients. We remain committed to working with Colourtext in the coming years.

Jon Puleston
Vice President of Innovation, Kantar Profiles, London, UK

It's rare to find a partner with the mix of analytical, technological and creative skills offered by Colourtext. Jason and his team seem to roam around freely in data, find the stories that matter and bring a distinctive aesthetic vision to the presentation of information.