user segmentation project

connect • communicate • collaborate

User Segmentation Project

Anna Everitt, DANTETF-MSP, Málaga, 8 June 2009


Segmentation Project Objectives

Understand pan European requirements

Provide an insight into user activity and provide direction for dissemination

To have a single source of pan European user profiles and information relevant

to GÉANT’s target audience

To enable a more formal, structured approach to communications with pan-

European users

Identification of users who would benefit from technical consultancy support so

as to make more (fruitful) use of the network


Project Timeline

Jan - Apr ‘08 Apr - May ‘08 May - July ‘08 Aug - Oct ‘08

Desk researchPilot survey& databasepopulationgathering

Pilot survey Interviews (400)andsegmentation

Final analysisand reporting

Questionnairedrafting

Questionnairefinalisation

Database design, population,testing, refining


Survey Methodology

SampleDesk research – yielded sampleNRENs – also invited contacts (BELNET, GARR, RENATER)

QuestionnaireDesign of questionnaire and testing/piloting 7 languages – Croatian, English, Dutch, French, German, Italian, Portuguese Quantitative – but also qualitative comments collected as far as possible (open ended questions were included)

SurveyOptions offered for on-line, phone interview, self completed – about 80% opted for on-line and 20% for other methods964 responses completed (target was 400)


Data Summary

Active Projects (out of 5,300 total FP6 Projects) 2000

Unique Organisations (54% Public / 46% Commercial) 11000

Average Number of Partners Per Project 6

Survey Data Key Stats Summary

Universe Data Key Stats Summary

Online responses to the User “Needs” Survey 964

Different Countries Participating in the Survey 34

Number of Questions in the Survey 46


Survey Data: Countries Participating

Italy 146

France 140

United Kingdom 98

Portugal 80

Germany 76

Netherlands 64

Spain 60

Belgium 45

Poland 26

Sweden 26

Finland 24

Cyprus 3

Iceland 3

Lithuania 3

Estonia 2

Not stated 2

Ireland 2

Angola 1

Malta 1

Mexico 1

Turkey 1

Vatican 1

Hungary 23

Denmark 22

Norway 19

Croatia 14

Switzerland 12

Austria 11

Israel 11

Slovak Republic 5

Slovenia 5

Bulgaria 4

No reply 3


Research Generated Segments Six Needs Driven Segmentation Schemes

1. High Bandwidth/High Network Performance2. Video/Data Conferencing3. Remote Sources Access4. Data Security 5. eduroam/Remote Network Access6. Generic Service/Solution Opportunity Segments – End –users

who appeared ‘strong’ in three or more of the needs areas

Once these six ‘segments’ were identified these needed to be populated so that the could be applied to an identifiable and contactable end-user base.


Project and Database Objectives

Population Profile: Explanation on the following page



The graph on the preceding page (Population Profile) shows the objective of the project, to better analyse and segment the needs of network users who fall into Category B and Category C.

Category D users are already well known, and have very specific needs.

Category A users have very standard needs (e.g. Web, email).

Category B and C users begin to display patterns of needs, that are likely to be relation to the type of research subject they are working on, the size of the research funding, and the number of partners involved in the research.


Info

rmat

ion

Proce

ssin

g &

Syste

ms

Med

ical/H

ealth

Rela

ted

Ener

gy

Aero

spac

e Te

chno

logi

es

Food

Scie

nces

Biolo

gica

l Scie

nce

Micr

o &

Nano

Tec

hnol

ogie

s

Biot

echn

ology

Envir

onm

ent

Tran

spor

t

Socia

l Scie

nces

& H

uman

ities

Chem

istry

Elec

troni

cs, M

icroe

lectr

onics

& C

ompu

ting

Educ

atio

n, T

raini

ngPh

ysics

Cons

tructi

on P

rodu

cts &

Tec

hnol

ogie

s

Agric

ultu

re, F

ores

try &

Fish

ing

Indu

stria

l Man

ufac

turin

g

Clim

atol

ogy/

Clim

ate

Chan

ge

Engi

neer

ing

(The

rmal

& P

roce

ss)

Biod

ivers

ityG

eosc

ience

s

Regi

onal

Deve

lopm

ent

Astro

nom

y, A

stro

phys

icsM

athe

mat

icsEc

onom

ics

Engi

neer

ing

(Mec

hanic

al, In

dustr

ial)

Was

te M

anag

emen

t & L

ife C

ycles

Lang

uage

s - M

oder

n, L

ingu

istics

Info

rmat

ion,

Med

iaM

eter

olog

y

Philo

soph

y &

Relig

ious

Stu

dies

Cons

umer

Rela

ted

Histor

y (M

edie

val, M

oder

n)Le

gal/L

aw

Mat

eria

l Tec

hnolo

gies/

Scien

ce

0

50

100

150

200

250

300

Generic Service Segmentation Scheme (6)Number of Projects

Universe and Survey Data Mapping: i) Comparing importance of Project Theme (by number of funded projects), against segmented

networking needs of each theme area.

From the Survey Data

From the Universe Data

10

300

250

200

150

100

50

0High MedLow

Project Themes



The graph on the preceding page (Universe and Survey Data Mapping) shows possibilities from the research to judge the importance of expressed needs, against the significance of that population category.

Comparitive judgements can be made on for example the number of projects (as per the graph), or the size of funding, or the number of partners.

It can be seen from the graph that the two themes of Information Processing and Medical research represent by far significant levels of research activity. Their related communication needs, therefore can be said to have significant importance.


Some Overall Observations

Some regions have far greater dependence on network access due to geographical location e.g. Croatia 71%, Hungary 67%, Poland 62% highlighting the pivotal role the networks play in bridging the digital divide94% of survey participant use bespoke high bandwidth research & education networks such as GÉANT to swap large files40% of respondents send or receive files of up to 1Gb, one third of those receive such files every day.Other significant areas of unmet needs identified include videoconferencing which is under-used but the technology and equipment is availableTechnology is not being used to its full communications/collaboration potential. Projects want:

More web-based collaborationMore online workshopsBetter online libraries


What Next?

Using the dataA cookbook has been produced with simple steps on how to run reports and view the universe and survey dataA one day workshop was held in April for members of the steering group – another is to be held on Wednesday 14 October in Brussels (limited places are still available)

Find out moreAs the data has been based on specific types of need (e.g roaming, resource access) ......it will retain its value into the medium term View the deliverable for more information GN2-09-003: DN3.0.3,5 - Specific Suport Actions - User-Base Segments

And finally ……continue to run reports and act on the results!

http://intranet.geant2.net/upload/doc/GN2-09-003_DN3.0.3,5_Specific_support_actions_-_user_base_segments_v09_read_only.doc



user segmentation project

Documents