The Works of DANTE - Issue 2

User Segmentation survey to begin in January 2005

One of the key aims of GÉANT2 is to improve the overall customer satisfaction with the network and increase its usage. To help achieve this aim, there is a need to develop a more accurate and detailed understanding of network users.  A 2003 market research survey on the GÉANT user base concluded, significantly, that awareness and understanding of GÉANT was low (24% for network end users, and 68% amongst survey respondents who regarded themselves as network specialists), and that increased knowledge of the network and its potential applications would increase usage.

Starting in January 2005, this finding will be addressed by performing further analysis of the network’s user base.  The aim is to define user “segments” - subgroups of the user base with similar profiles.  The main characteristics used to define the segments are likely to be users’ levels of network or technical knowledge, and potential or actual levels of network use.  Once defined, the segments will be used to perform targeted marketing to these different users, highlighting how the network can best meet their individual needs. It will also allow network services to be tailored to their specific requirements, further improving the benefits that GÉANT2 offers.