Identifying targets
The marketing team at Experian wanted to identify the nature, characteristics and type of consumer who would be interested in CreditExpert. Markets are segmented in a variety of ways. Experian used its knowledge of consumers who had applied for their statutory credit reports in the past to help segmentation. It built up a profile of the consumer it wanted to target. This took into account people's ages, where they lived, their gender and socioeconomic grouping.
It was important to develop an image that would be appropriate for the product that was being offered.
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