АНАЛИЗ СЕГМЕНТОВ ЦЕЛЕВОЙ АУДИТОРИИ ПОТРЕБИТЕЛЕЙ НАУЧНО-ТЕХНИЧЕСКОЙ ИНФОРМАЦИИ

Abstract

The article presents the results of the research aimed at studying the target audience segments of consumers of scientific and technical information. The methods used include in-depth interviews, analysis of secondary data (registration questionnaires). Three categories of scientific and technical information consumer segments have been identified (Government to Government, Government to Business, Government to Consumer); the main types of consumers of scientific and technical information have been identified (institutions of the Academy of Sciences; libraries; information centers; individuals; industrial enterprises and associations; research institutes; universities); the criteria applicable to the segmentation of consumers of scientific and technical information in the B2C-segment (social and demographic characteristics, psychographic characteristics, behavioral characteristics) have been outlined. Differences in the needs of users of scientific and technical information in the identified segments are highlighted, which require different approaches to satisfy their information needs (to obtain relevant and up-to-date data for scientific research; to access scientific and technical information for their users; to access scientific and technical information for market analysis, trends and technological development for their clients; to get advice, to carry out/complete scientific research, to gain additional specialized knowledge; to improve products, to increase the competitiveness of the organization; to provide access to scientific and technical information to students, university professors, research workers).