`Tight Targeting’
Often when owners do the MarketView at their fast food restaurants they find in the crosstabs interesting information of which they simply were not aware. For example, a store may find that ONLY `Drive-Thru’ customers before 5 PM had a low frequency of usage (compared to all after 5 customers at the drive-thru OR any segment of in-store users) - and specifically target JUST that `tight targeting’ to get the most bang for the buck.
OR, the data may show that one age group - say those over 55 - indexed lower on frequency of usage than all other segments - resulting in an easy `visual’ `tight targeting’ effort with those customers.
OR, the data may show a particular zipcode that simply isn’t performing for the store (on-site it requires asking) which would allow for a `tight targeting’ marketing effort. In the new normal - tight targeting may be all one can afford.
More about the MarketView here - www.squidoo.com/tradeareasurveys
