"Thinking Habits" Also Influence Brand Preferences!

In our first installment, we introduced the concept that consumers have distinct "thinking patterns" and can be classified into six segments.

Which segment are you? Find out now!

This time, we'll compare the differences in "thinking patterns" using data, focusing on the F1 segment (women aged 20-34) from two segments within this group that are proactive regarding information and choices.

 

First, let's look at "favorite fashion brands."

For the image-focused "Trend Freaks," brands offering "fresh" products like Star Jewelry and Mercury Duo rank highly. For the function-focused "Trivia Logicals," brands known for "high quality and functionality" like Loewe and Swatch rank highly.

 

Next, we examine online shopping, used by 70% of the F1 demographic.

While "Trend Freaks" primarily use sites for purchasing fashion-related "things," "Trivia Logicians" are characterized by using sites for purchasing "experiences" like music and travel.

 

Finally, let's examine the tea beverages they consume daily.

"Trend Freaks" choose stylishly packaged brands like Lipton or Suntory's Black Oolong Tea featuring Miranda Kerr in its commercials, clearly prioritizing image. Conversely, "Trivia Logicals" tend to select "strong green tea" and "unsweetened" options, seemingly choosing based on functionality.

 

As shown, each segment's "thinking habits" influence their choices across all types of products. Understanding these "thinking habits" reveals the most effective approach to take.

Next time, we'll introduce methods to solve common marketing challenges using "thinking patterns" in a Q&A format.

We highly recommend reading the new marketing theory book focused on "thinking patterns, " 'Break Through the Mind Hole' ( edited and authored by Video Research Ltd. Hito Institute ).