Yksi käyttämistäni tutkimusvaiheen analysointimenetelmästä on Behavioural archetypes eli kohderyhmien käyttäytymisen arkkityypit. Arkkityypit perustuvat tutkimushavaintoihin ja auttavat suunnittelemaan ja kehittämään palveluita asiakaslähtöisesti erilaisille asiakasryhmille.
Kun tärkeimmät kohderyhmät ovat selvillä, voidaan heille luoda arvolupaukset (Value proposition), mitkä vastaavat arkkityyppien tarpeisiin ja arvoihin. Nämä arkkityypit ovat vasta alustavia ja muuttuvat varmasti vielä tutkimusvaiheen aikana. Nyt tulee sekaisin enkkua ja suomea, kun kopioin sisällöt englanninkielisen opinnäytetyön puolelta.
Local supporters
Domestic films & documentaries, every 2nd week
Local movie theatre, like other local culture events, are meeting points to see familiar faces and catch up with them. Knows the theatre owner personally. Has been visiting local theatre for many years with a spouse or close friend, and has nostalgic memories from the place. Prefers small and cozy theatre and appreciates if audio is not too loud. It is important that movie theatre is near and it is easy to visit. Sometimes it is nice to stay indoors. This group could own a smart tv, where they can access films and documentaries for free in YLE Areena.
Locals | Very loyal
On-demand consumers
Mainstream and children’s movies, every 2nd month
Because this group consumes media content a lot, they think that monthly subscription of streaming services to watch movies and series, is more economically reasonable. Sometimes though, it is nice to get out of home and see a movie in a theatre with a great screen and audio. Popcorns and soda are mandatory! Families appreciate that the ticket prices are a bit lower in local movie theatre than in big city cinemas. In very special occasions, family can go to nearby city to experience movies in big cinema and eat in a restaurant.
Locals | Somewhat loyal
Quality driven
Arthouse cinema, monthly
Wants to see quality films from certain directors and international programme. Thinks that films are art and should be experienced in a movie theatre. Depends heavily on the programme which theatre will visit, usually small city cinemas offer more interesting content. Follows film scene. Loves the atmosphere of the older cinemas, vintage movie theatre projectors and traditional ways of making movies. Could dislike the smell of popcorn or any food in movie theatre. Wants to know about the background of the film, not just experience it. Enjoys listening and discussing about films.
Same province | Not loyal
Experience seekers
Mainstream movies, 3 times a year
Wants to entertain his/her close ones with something special. Could buy tickets for a date or private screening for a group (work, community). This group is interested of special events, exceptional technical experience, out of the ordinary seats, customizable services, music gigs, movie screenings in special place or just something funny and fresh ideas. Something unexpected and surprising is always a plus! Flexibility of the service and other services, like beverages and snacks are important.
Ihmeelliset Kinot 