Getting the framework right is a combination of science and art.
Science because we should be led by our data. The data tells us which of the 5Ws to use in our framework to best predict category behaviour. In snack foods, for example,
Where you are and Why you are looking for a snack is a better predictor of choice than Who you are. That’s not to say that Who is unimportant, it’s just relatively less important than Where and Why, so less discriminating for your framework.
And it requires art because it isn’t solely a theoretical exercise. To encourage widespread adoption, the framework must be practical and easy to use. For example, choosing a workable number of segments – too few and the opportunities are not clearly defined, too many and they aren’t meaningful.
Getting the axis right is also subjective but is critical to making it intuitive for your end-users. For example, demographic data might not be the best determinant of category behaviour, but it is the ‘usual’ lens the business looks through and will be most useful tool for targeting media, so building demographics into the naming or visualisation of your framework might help it land.
Balancing these tensions will increase the likelihood of adoption by the business and give you a better return on your investment.
