1. Free Press welcomes you…

2. PSYCHOGRAPHIC SEGMENTATION RESPONSIBLES FOR PURCHASE
Report prepared by Profacts for Free Press
23/01/2017

3. Background
Free Press wanted to do a segmentation of their readers who are responsible for purchases in their household. Instead of the many already existing demographic segmentations, Free Press chose to do a psychographic segmentation instead.
PSYCHOGRAPHICS: THE COMBINATION OF PERSONALITY, VALUES, OPINIONS, ATTITUDES, INTERESTS AND LIFESTYLES
This psychographic segmentation allows Free Press to identify its readers based on who they are, how they think and what they are interested in. This information can be of use for advertisers.

4. Methodology & Sample Methodology: Online survey
Invitation via links in free press (Proximag, Metro, Rondom, 7 Dimanche, Vlan, De Zondag, De Streekkrant, Steps)
Average length: 18’
Sample: Free press readers, responsible for purchases
N=1591
Field period: 15 July – 18 September 2016

5. Free press offers access to 5 distinct segments of the buying population

6. Each of these
5 segments is
highly engaged

7. This report shows who
these segments are and
what preferences they have

8. MAX CHARLY EMMA NICK JULIE
A latent class analysis resulted in a strong 5 cluster segmentation:
MAX
CHARLY
EMMA
NICK
JULIE
Base: Total sample (N=1591)

9. A latent class analysis resulted in a strong 5 cluster segmentation:
RATIONAL PLANNERS
“I like to plan to avoid unpleasant surprises.”
CHARLY
PERSONALITY & VALUES
Rational
Punctual (usually on time)
Taking safe decisions
Preference for daily routine
Making plans for the near future
Success and ambition not main goal
Not the earliest product adoption

10. A latent class analysis resulted in a strong 5 cluster segmentation:
CREATIVE EXPLORERS
“I do things my own way and find creative solutions.”
JULIE
PERSONALITY & VALUES
Sociable
Empathic
Always going for the new experience
Need for variation and challenges
Taking risky decisions
Going against the flow
Succes and ambition very important
Creative
Fast product adoption

11. A latent class analysis resulted in a strong 5 cluster segmentation:
HAPPY HEDONISTS
“I live life from day to day and enjoy it as it comes.”
NICK
PERSONALITY & VALUES
Not punctual (frequently late)
Not always efficient
Less empathic
Not worrying
Preference for instant enjoyment
Always keeping own goals in mind
Late product adoption

12. A latent class analysis resulted in a strong 5 cluster segmentation:
QUIET FOLLOWERS
“I don’t want to fail, because I want others to like me.”
EMMA
PERSONALITY & VALUES
Emotional
Frequently worrying
Preference for being in the background
Preference for what is already known
Making plans for the near future
Taking safe, mainstream decisions
Preference for daily routine
Caring about own social status
Success and ambition not main goal
Late product adoption

13. A latent class analysis resulted in a strong 5 cluster segmentation:
RATIONAL EXPLORERS
“Inform me and I will choose my path.”
MAX
PERSONALITY & VALUES
Rational
Sociable
Empathic
Always going for the new experience
Good with stress and pressure
Efficient
Not caring about opinions about me
Always keeping own goals in mind
Succes and ambition very important
Fast product adoption

14. Although a lot more variables were used for the segmentation, the different segments can be summarized with these 5 statements:
Safe decisions
Risky decisions
Prefer what I know
Always new experience
Emotional
Rational
Not punctual
Always punctual
Practical approach
Creative approach
50/50
RATIONAL PLANNERS
CREATIVE EXPLORERS
HAPPY HEDONISTS
QUIET FOLLOWERS
RATIONAL EXPLORERS
Base: Total sample (N=1591)

15. Sociodemo profile of the psychographic segments:
REGION
GENDER
AGE
SOCIAL CLASS
RATIONAL PLANNERS
CREATIVE EXPLORERS
HAPPY HEDONISTS
QUIET FOLLOWERS
RATIONAL EXPLORERS
Base: Total sample (N=1591)
Note: No significant differences in household structure

16. Distinctive interests of the 5 different segments:
Music and instruments
Film, DVD and video
Technology
Photography
Books, magazines, comics,…
Board games, games, toys, …
House and garden
Health and personal care
Fashion and clothing
Jewelry and watches
Sports
Cars and motors
Art and antique
Traveling
Gastronomy
Alcoholic drinks
RATIONAL PLANNERS
Lower interest compared to others
Average interest compared to others
Higher interest compared to others
Top interest compared to others
= relative differences compared to other segments
Base: Total sample (N=1591)

17. Distinctive interests of the 5 different segments:
Music and instruments
Film, DVD and video
Technology
Photography
Books, magazines, comics,…
Board games, games, toys, …
House and garden
Health and personal care
Fashion and clothing
Jewelry and watches
Sports
Cars and motors
Art and antique
Traveling
Gastronomy
Alcoholic drinks
RATIONAL PLANNERS
CREATIVE EXPLORERS
Lower interest compared to others
Average interest compared to others
Higher interest compared to others
Top interest compared to others
= relative differences compared to other segments
Base: Total sample (N=1591)

18. Distinctive interests of the 5 different segments:
Music and instruments
Film, DVD and video
Technology
Photography
Books, magazines, comics,…
Board games, games, toys, …
House and garden
Health and personal care
Fashion and clothing
Jewelry and watches
Sports
Cars and motors
Art and antique
Traveling
Gastronomy
Alcoholic drinks
RATIONAL PLANNERS
CREATIVE EXPLORERS
HAPPY HEDONISTS
Lower interest compared to others
Average interest compared to others
Higher interest compared to others
Top interest compared to others
= relative differences compared to other segments
Base: Total sample (N=1591)

19. Distinctive interests of the 5 different segments:
Music and instruments
Film, DVD and video
Technology
Photography
Books, magazines, comics,…
Board games, games, toys, …
House and garden
Health and personal care
Fashion and clothing
Jewelry and watches
Sports
Cars and motors
Art and antique
Traveling
Gastronomy
Alcoholic drinks
RATIONAL PLANNERS
CREATIVE EXPLORERS
HAPPY HEDONISTS
QUIET FOLLOWERS
Lower interest compared to others
Average interest compared to others
Higher interest compared to others
Top interest compared to others
= relative differences compared to other segments
Base: Total sample (N=1591)

20. Distinctive interests of the 5 different segments:
Music and instruments
Film, DVD and video
Technology
Photography
Books, magazines, comics,…
Board games, games, toys, …
House and garden
Health and personal care
Fashion and clothing
Jewelry and watches
Sports
Cars and motors
Art and antique
Traveling
Gastronomy
Alcoholic drinks
RATIONAL PLANNERS
CREATIVE EXPLORERS
HAPPY HEDONISTS
QUIET FOLLOWERS
RATIONAL EXPLORERS
Lower interest compared to others
Average interest compared to others
Higher interest compared to others
Top interest compared to others
= relative differences compared to other segments
Base: Total sample (N=1591)

21. PSYCHOGRAPHIC SEGMENTS DISCOUNTS AND PROMOTIONS
Results
PSYCHOGRAPHIC SEGMENTS
DISCOUNTS AND PROMOTIONS
MEDIA USAGE

22. RATIONAL PLANNERS Summary: discounts and promotions CHARLY DISCOUNTS?
“I like to plan to avoid unpleasant surprises.”
CHARLY
DISCOUNTS?
Yes
WHY?
Save on expenses
WHERE?
Most of all in stores
WHICH?
1+1 free

23. CREATIVE EXPLORERS Summary: discounts and promotions JULIE DISCOUNTS?
“I do things my own way and find creative solutions.”
JULIE
DISCOUNTS?
Yes
Save on expenses
Spend money on something else (*)
Try out new products/services (*)
WHY?
WHERE?
Most of all in stores
Apps/websites (*)
WHICH?
1+1 free
* more compared to other segments

24. HAPPY HEDONISTS Summary: discounts and promotions NICK DISCOUNTS? Yes
“I live life from day to day and enjoy it as it comes.”
NICK
DISCOUNTS?
Yes
WHY?
Save on expenses
WHERE?
Most of all in stores
WHICH?
1+1 free

25. QUIET FOLLOWERS Summary: discounts and promotions EMMA DISCOUNTS? Yes
“I don’t want to fail, because I want others to like me.”
EMMA
DISCOUNTS?
Yes
WHY?
Save on expenses
WHERE?
Most of all in stores
WHICH?
x€ discount

26. RATIONAL EXPLORERS Summary: discounts and promotions MAX DISCOUNTS?
“Inform me and I will choose my path.”
MAX
DISCOUNTS?
Yes (+ more effort compared to other segments)
Save on expenses
Spend money on something else (*)
Try out new products/services (*)
WHY?
WHERE?
Most of all in stores
Apps/websites (*)
Free press (*)
WHICH?
1+1 free
Other products for free (*)
Contests (*)
* more compared to other segments

27. Creative and rational explorers more often try out new products because of discounts.
“Which of the following statements about discounts and promotions fits best with you?”
“Discounts are the new ‘cool’. Discounts, promotions and coupons are not pejorative anymore. Everyone uses them.”
(preliminary qualitative research)
I actively look for discounts and promotions on a frequent basis
77%
I don’t look up discounts and promotions
23%
I sometimes try out a new product because of discounts or promotions
73%
I only use discounts and promotions for products I know/use
27%
I get a good feeling when using a discount or promotion
96%
I feel rather indifferent when using a discount or promotion 4%
RATIONAL PLANNERS
CREATIVE EXPLORERS
HAPPY HEDONISTS
QUIET FOLLOWERS
RATIONAL EXPLORERS
Base: Total sample (N=1591)

28. People most often look for promotions in stores
People most often look for promotions in stores. Rational explorers use other methods slightly more compared to other segments.
“In free press, the selection of promotions and discounts is already made and can easily be found (compared to the jungle of the internet).”
(preliminary qualitative research)
“The consumer becomes smarter. He is an expert in tracing commercial actions.”
(preliminary qualitative research)
Base: Total sample (N=1591)

29. More frequently among rational planners and rational explorers
Rational planners and quiet followers base their shopping list on their remaining stock. Creative and rational explorers more often get inspiration from internet. Creative explorers also more often look at recipes.
“Do you frequently make a shopping list before you do your weekly purchases?”
More frequently among rational planners and rational explorers
Base: Total sample (N=1591)

30. “What do you base your shopping list on?”
Rational planners and quiet followers base their shopping list on their remaining stock. Creative and rational explorers more often get inspiration from internet. Creative explorers also more often look at recipes.
“What do you base your shopping list on?”
More among …
More among …
More among …
Base: People making a shopping list before doing weekly purchases (N=1207)

31. More frequently among …
They often bring home items that were not on their shopping list.
Creative explorers do this even more frequently.
“How often do you bring home things that are not on your shopping list?”
More frequently among …
Base: People making a shopping list before doing weekly purchases (N=1207)

32. PSYCHOGRAPHIC SEGMENTS DISCOUNTS AND PROMOTIONS
Results
PSYCHOGRAPHIC SEGMENTS
DISCOUNTS AND PROMOTIONS
MEDIA USAGE

33. “How often do you use each of the following media and info channels?”
High frequency of using free press in combination with a large variety of other media / information channels, both online and offline.
“Online and offline are one world / one universe. The difference between the two worlds is fading out.”
(preliminary qualitative research)
“How often do you use each of the following media and info channels?”
everyone reads free press online or offline (survey among readers)
Base: Total sample (N=1591)

34. Ranked by % looking for info
Of all tested media, free press generates the highest call to action.
“In the last 3 months, did you … because of an ad or promotion that you saw in each of the following media?” [% yes]
LOOK FOR INFO
GO TO THE SHOP
BUY A PRODUCT
Ranked by % looking for info
Base: Total sample (N=1591)

35. “Which media and information channels do you use …” [% yes]
THE USAGE REASONS WHERE FREE PRESS IS NUMBER ONE: Free press is especially consulted to receive local news, to get to know shops/companies or new products and as preparation for a shopping trip.
“Which media and information channels do you use …” [% yes]
TO GET TO KNOW NEW PRODUCTS
TO GET TO KNOW SHOPS/COMPANIES
AS PREPARATION FOR A SHOPPING TRIP
TO RECEIVE LOCAL NEWS
1 Free press (43%)
2 TV (38%)
3 Social media (28%)
1 Free press (51%)
2 Social media (30%)
3 TV (24%)
1 Free press (30%)
2 Social media (15%)
3 TV (10%)
1 Free press (60%)
2 Social media (32%)
3 Radio (21%)
Base: Total sample (N=1591)

36. “Which media and information channels do you use …” [% yes]
Free press is also frequently used to keep up-to-date about new trends and about the news and for inspiration.
“Which media and information channels do you use …” [% yes]
TO RELAX
TO KEEP UP-TO-DATE ABOUT NEW TRENDS
TO KEEP UP-TO-DATE ABOUT THE NEWS
FOR INSPIRATION (TO SHOP, COOK, …)
1 TV (64%)
2 Radio (49%)
3 Social media (37%)
1 TV (50%)
2 Free press (40%)
3 Social media (39%)
1 TV (76%)
2 Radio (61%)
3 Free press (43%)
1 TV (41%)
2 Free press (34%)
3 Paying magazines (24%)
Base: Total sample (N=1591)

37. “Which media and information channels do you use …” [% yes]
Free press offers publicities and promotions in a non-commercial environment.
“Which media and information channels do you use …” [% yes]
TO RECEIVE LOCAL NEWS
1 Free press (60%)
2 Social media (32%)
3 Radio (21%)
“The content is very important: the consumer finds all information about activities in and organized by the city, but also emergency numbers, testimonials of local companies … The free press is not only commercial. It brings a dimension of proximity.”
(preliminary qualitative research)
TO GET TO KNOW SHOPS/COMPANIES
1 Free press (51%)
2 Social media (30%)
3 TV (24%)
Base: Total sample (N=1591)

38. The reader engagement of free press is comparable to the engagement level of readers of paying newspapers.
Paying newspapers: Nieuwsblad, Het Laatste Nieuws, Le Soir, Het Belang Van Limburg, Gazet Van Antwerpen, De Standaard, De Morgen, L’Avenir, DH, La Meuse, La Libre, La Nouvelle Gazette, La Province, De Gentenaar, Nord Eclair, La Capitale, Nieuwe Gazet
“To what extent do you agree with following statements about [NAME MEDIA]”
Base: Total sample (N=1591)
Source benchmark readers paying newspapers: Profacts omnibus July 2016

39. The reader engagement of free press is comparable to the engagement level of readers of paying newspapers.
FREE PRESS
PAYING NEWSPAPERS 67 65 62 64 63
ENGAGEMENT SCORE
THINK
FEEL
Paying newspapers: Nieuwsblad, Het Laatste Nieuws, Le Soir, Het Belang Van Limburg, Gazet Van Antwerpen, De Standaard, De Morgen, L’Avenir, DH, La Meuse, La Libre, La Nouvelle Gazette, La Province, De Gentenaar, Nord Eclair, La Capitale, Nieuwe Gazet DO
“To what extent do you agree with following statements about [NAME MEDIA]”
Base: Total sample (N=1591)
Source benchmark readers paying newspapers: Profacts omnibus July 2016

40. FREE PRESS ENGAGEMENT SCORE
All psychographic segments are engaged. Creative and rational explorers show the highest engagement.
FREE PRESS ENGAGEMENT SCORE
RATIONAL PLANNERS 64
Each of the 5 segments is highly engaged by free press.
CREATIVE EXPLORERS 69
HAPPY HEDONISTS 64
QUIET FOLLOWERS 60
RATIONAL EXPLORERS 76
“To what extent do you agree with following statements about [NAME MEDIA]”
Base: Total sample (N=1591)

41. One last amusing fact about
free press readers:
They are so engaged,
1 in 10 has even stolen a copy from a neighbour…

42. Questions?

43. Free Press thanks you…