The study identifies four segments according to the relationship they establish with stories:

Seekers are focused on immersion. They want to know more details about the story, learning about the context in which the story takes place and about the lives of the characters beyond their role in the story. They mainly research three types of information:

  • Back-story about the setting, the characters and the plot
  • Exploration of the story context
  • “Sneak peeks” from past and future episodes

Relaters are focused on interactivity. They would like to share their favourite stories with relatives and friends, and also discuss them with other story followers. They are social media active players, and their top future requests are:

  • Interaction with characters in a free way
  • Experiencing the story world through all their senses
  • View the story from each character’s point of view, and switch from one character to another

Realists are focused on interactivity, integration and impact. They are interested in merging the story with a real world experience, mostly if it leads to meaningful outcomes like supporting a worthy cause, learning new techniques for personal growth and other aspects related to their quality of life. Their main requests are:

  • Bring stories to the real world, involving real objects, places and people
  • Discover new products and learning know-how that enhances their quality of life
  • Learn more about the characters’ lives, and the context of the story

Players are focused on immersion, interactivity, integration and impact. They love interactivity, and are especially keen on stories featuring game elements and a certain spirit of challenge and competition. They are also willing to contribute in the development of the story and integrate the story within the real world. Their top requests are:

  • Compete with other players in the game and cooperate with them in developing the story.
  • Become story characters
  • Merge the real world with the story, influencing the story development with their actions

Apart from these segment specific motivations, the targeted tourism segments –specified in the Whitepaper “The Marketing Plan 3.0”- are mainly looking for experiences where they can be themselves, actively participate, provide value according to their skills and knowledge, make friends and interact with others.

Do you identify other types of audience segments with regards to their story interactivity?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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