Professional Documents
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Approach
for
Indonesia
Socio
Economic
Status
Needs
Assessment
Background
Current SES definition was adopted since 1970s, using one single measure:
Routine Monthly Household Expenditure
Nielsen received inputs from client and industry on the need of revamping
the SES to be more relevant to their current needs
While this measure was best at its time, recent development of society and
consumer behavior require an updated approach to segment consumers
based on their socio-economic status
Copyright
2012
The
Nielsen
Company.
CondenBal
and
proprietary.
2
Needs
Assessment
Objectives
What we are aiming, to have relevant measure that well discriminate the
Indonesian consumers in terms of social economic:
3
ConsideraBon:
BPS
data
To meet the above requirement of robust sample, we used BPS data i.e.
SUSENAS.
SUSENAS also known as Economic Census was conducted by BPS once
every two years. The study we used was the 2010 measurement
Using BPS data will provide continuity when data need to be updated due to
change in society condition
BPS data is also an official source adopted by many parties
Copyright
2012
The
Nielsen
Company.
CondenBal
and
proprietary.
4
Framework
Scoring System
Attribute Selection Validation
Development
Latent Class
Segmentation was
applied to SUSENAS As opposed to use a Results is then
data in order to come up single measurement, validated through
with respondents groups/ scoring system was Nielsen Media Index
segments as well as to adopted as better SES and Nielsen Home
identify the relevant indicator Panel
attributes forming the Order importance of
segments each attribute (resulted
from Latent Class
Segmentation) was
Copyright
2012
The
Nielsen
Company.
CondenBal
and
proprietary.
5
Framework
Scoring System
Attribute Selection Development Validation
6
Framework
Scoring System
Attribute Selection Validation
Development
7
Framework
Scoring System
Attribute Selection Validation
Development
Attribute Scoring
Calculate Total Scoring from 8 attribute selected and come up with the range of score from
1 to 32
Determining the segment considering:
Number of segments
Segment size in total and at area level (urban metro/ non metro vs rural)
Copyright
2012
The
Nielsen
Company.
CondenBal
and
proprietary.
8
Framework
Scoring System
Attribute Selection Development Validation
Validation was conducted through Nielsen Media Index and Nielsen Home Panel to assess
how this new SES align with other measurement on consumer behavior such as product
and brand usage
Nielsen Media Index is a large scale survey among n = 15,700 with respondents age 10+
years old
Nielsen Home Panel
Copyright
2012
The
Nielsen
Company.
CondenBal
and
proprietary.
9
Framework
Scoring System
Attribute Selection Validation
Development
10
Why
is
it
beQer?
11
Copyright
2012
The
Nielsen
Company.
CondenBal
and
proprietary.
12