{"id":1885,"date":"2021-05-01T10:17:11","date_gmt":"2021-05-01T10:17:11","guid":{"rendered":"https:\/\/na-ramenima-divova.com\/?p=1885"},"modified":"2021-05-09T20:53:17","modified_gmt":"2021-05-09T20:53:17","slug":"metodologija","status":"publish","type":"post","link":"https:\/\/equestris.hr\/eng\/testiranje-poruka-i-pobjednicki-narativ\/metodologija\/","title":{"rendered":"The Methodology"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"1885\" class=\"elementor elementor-1885\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3f753a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3f753a7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9ecee03\" data-id=\"9ecee03\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a4d20ea elementor-widget elementor-widget-heading\" data-id=\"a4d20ea\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">The Methodology<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e3eb8bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e3eb8bb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-c3f6e97\" data-id=\"c3f6e97\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bfae60c elementor-widget elementor-widget-text-editor\" data-id=\"bfae60c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"translation-block\">When we talk about the methodology of testing messages and creating the Winning <a href=\"https:\/\/equestris.hr\/eng\/blog\/the-narrative-period\/\" rel=\"noopener noreferrer\" target=\"_self\">Narrative<\/a>, the first thing we do is form a questionnaire. In the questionnaire we determine structured questions. These form a system which categorizes the respondent into one of the three segments \u2013 <strong>Base, Swing<\/strong> or <strong>Critics<\/strong>.<\/p><p class=\"translation-block\">There are <strong>three distinct categories of conversion segments:<\/strong><\/p><ul><li><strong>BASE<\/strong><\/li><li><strong>SWING<\/strong><\/li><li><strong>CRITICS<\/strong><\/li><\/ul><p class=\"translation-block\"><b>The BASE <\/b> segment is the part of the target audience that includes satisfied users or those ready to use your services.  They hold a positive opinion about you and your business.<\/p><p class=\"translation-block\"><strong>The SWING<\/strong> segment is the part of the target audience which is indifferent toward your company or service. They do not pose the threat of bad reviews or ratings, but they also do not expressly consider using your services.<\/p><p class=\"translation-block\"><strong>The CRITICS <\/strong>segment is the part of the target audience with an unfavourable opinion of you. They do not want to use your services and, if mobilized, may create a bad impact through negative reviews and ratings.<\/p><p class=\"translation-block\">A business venture, by nature, observes progressive changes in the target audience, as a result of your communication and making decisions. <a href=\"https:\/\/equestris.hr\/eng\/usluge\/testiranje-poruka-i-pobjednicki-narativ\/\" target=\"_self\">Testing messages<\/a> can be used to empirically measure the effect of communication and other actions. Based on the research results, we can optimize communication and get the best outcome with the best possible conversion model.<\/p><p>The idea behind this conversion model is to increase or sustain the Base segment of the target audience, convert the Swing into the Base segment, and ultimately decrease or stabilize the Critics segment.<\/p><p class=\"translation-block\">After designing the questionnaire, questions are added relating to demographics, the target audience\u2019s lifestyle, etc. They help us to get the information necessary for research (for example, segmentation based on demographics or based on lifestyle).<\/p><p>Once we\u2019ve finished with the preliminary steps, the next step is to test messages according to specific metrics relevant to the research\u2019s purpose. Furthermore, we need to test the effect of each message based on the specific metric used.<\/p><p>The metrics usually used in this type of research are:<\/p><ul><li><strong>Likeability<\/strong><\/li><li><strong>Consideration<\/strong><\/li><li><strong>Credibility<\/strong><\/li><li><strong>Trust<\/strong><\/li><li><strong>Purchase Intent<br \/><\/strong><\/li><\/ul><p>The validity of the results is determined by metric correlation, so that we can determine which messages are to be further analysed.<\/p><p class=\"translation-block\">At the end of this process and a detailed analyses of the messages tested, we create the optimal <a href=\"https:\/\/equestris.hr\/eng\/usluge\/testiranje-poruka-i-pobjednicki-narativ\/\" target=\"_self\">Winning Narrative<\/a>. The goal of the Winning Narrative is to achieve the largest possible <strong>conversion<\/strong> of the target audience.<\/p><p><strong>KEY AUDIENCE SEGMENTATION<\/strong><\/p><p class=\"translation-block\">There are three types of segmentation: <strong>Demographic, Behavioural and Lifestyle segmentation<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98ea9d5 elementor-widget elementor-widget-image\" data-id=\"98ea9d5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"363\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/segmentation-min-768x444-1.jpg\" class=\"attachment-full size-full wp-image-1896\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/segmentation-min-768x444-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/segmentation-min-768x444-1-600x347.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/segmentation-min-768x444-1-300x173.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/segmentation-min-768x444-1-16x9.jpg 16w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d1438a elementor-widget elementor-widget-text-editor\" data-id=\"2d1438a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>1. Demographic segmentation<\/strong><\/p><p>Used when we want to group a population according to its demographic characteristics. This type of segmentation profiles target group according to sex, gender, age, socio\u2011economic status, geographic location, etc.<\/p><p>Based on observed characteristics within these parameters, the respondents are grouped in more specific segments, like young mothers; highly educated mothers; highly educated men with high income, etc.<\/p><p><strong>2. Behavioural segmentation<\/strong><\/p><p>This type of segmentation is mostly used to observe consumer behaviour patterns, that is, the way they shop. For example, some people inform themselves about the products they buy, while others buy impulsively. There are also those who surpass their available funds and buy on credit, while some individuals make calculated decisions about what will be bought.<\/p><p>Behavioural segmentation may also segment consumer according to shopping method: online shopping; in\u2011store shopping, catalogue shopping, etc.<\/p><p class=\"translation-block\">Behavioural segmentation covers the first two phases of the <a href=\"https:\/\/equestris.hr\/eng\/usluge\/inbound-marketing\/\" target=\"_self\"><strong>customer journey<\/strong><\/a>:<\/p><ul><li class=\"translation-block\"><strong>The Awareness Phase<\/strong><\/li><li><strong>The Consideration Phase<\/strong><\/li><\/ul><p><strong>3. Lifestyle segmentation<\/strong><\/p><p class=\"translation-block\">Using this type of segmentation, we want to sort certain segments based on their personal values and standards. For example, people who are part of high society and prone to shop luxury brands; people who favour casual wear; socially aware activists, etc.<\/p><p class=\"translation-block\">Lifestyle segmentation allows us to get better acquainted with our audience. It also helps with identifying the target audience, especially through social media.<\/p><p class=\"translation-block\">Lifestyle segmentation complements demographic and behavioural segmentation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47ecf83 elementor-align-left elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"47ecf83\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/equestris.hr\/eng\/testiranje-poruka-i-pobjednicki-narativ\/pillar-testiranje-poruka-i-pobjednicki-narativ\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Back to \"Message Testing and the Winning Narrative\"<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-792811e\" data-id=\"792811e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-f1a5190 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f1a5190\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-21a4793\" data-id=\"21a4793\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bcb36c0 elementor-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"bcb36c0\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/equestris.hr\/eng\/testiranje-poruka-i-pobjednicki-narativ\/pillar-testiranje-poruka-i-pobjednicki-narativ\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Message Testing and the Winning Narrative<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e4e472 elementor-align-left elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"8e4e472\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/equestris.hr\/eng\/testiranje-poruka-i-pobjednicki-narativ\/razvoj-pobjednickog-narativa\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Developing the Winning Narrative<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9c4be88 elementor-align-left elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"9c4be88\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/equestris.hr\/eng\/testiranje-poruka-i-pobjednicki-narativ\/metodologija\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">The Methodology<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-390819d elementor-align-left elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"390819d\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/equestris.hr\/eng\/testiranje-poruka-i-pobjednicki-narativ\/definiranje-hipoteza\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Defining Hypotheses<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/equestris.hr\/eng\/testiranje-poruka-i-pobjednicki-narativ\/razumijevanje-potrebe-klijenata\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Understanding the Client\u2019s Needs<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Metodologija Kada pri\u010damo o metodologiji testiranja poruka i kreiranja pobjedni\u010dkog Narativa, prvo \u0161to treba napraviti je dizajnirati upitnik. Prilikom izrade upitnika odre\u0111uju se pitanja, tj. odre\u0111uje se sustav pomo\u0107u kojega \u0107e se ispitanike razvrstati po segmentima&nbsp;Base,&nbsp;Swing&nbsp;ili&nbsp;Critics. Razlikujemo&nbsp;tri kategorije segmenta konverzije: BASE SWING CRITICS BASE&nbsp;segment&nbsp;dio je ciljne publike koji obuhva\u0107a zadovoljne korisnike ili osobe koje su [&hellip;]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"no-sidebar","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1885","post","type-post","status-publish","format-standard","hentry","category-testiranje-poruka-i-pobjednicki-narativ"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Metodologija - EQUESTRIS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/equestris.hr\/eng\/testiranje-poruka-i-pobjednicki-narativ\/metodologija\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Metodologija - EQUESTRIS\" \/>\n<meta property=\"og:description\" content=\"Metodologija Kada pri\u010damo o metodologiji testiranja poruka i kreiranja pobjedni\u010dkog Narativa, prvo \u0161to treba napraviti je dizajnirati upitnik. Prilikom izrade upitnika odre\u0111uju se pitanja, tj. odre\u0111uje se sustav pomo\u0107u kojega \u0107e se ispitanike razvrstati po segmentima&nbsp;Base,&nbsp;Swing&nbsp;ili&nbsp;Critics. 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