Market segmentation is an investment—the final segments will, and should, live on long after data collection and analysis are complete. We help you define a durable segmentation strategy that identifies your high-value customer segments for more precise targeting. After those segments are identified, we work with you to define optimal strategies and tactics for each group.
Designing a Valuable Segmentation
The value of a final segmentation scheme is the insights it provides for improved targeting and for informing more efficient strategic actions. As such, we believe to be a true segmentation scheme, we must identify groups of customers or prospects that would respond differently to variations in the marketing mix based on varied behaviors or needs. The segments must:
- Be segments we can envision based on their needs and situations.
- Be well differentiated so we can identify which ones to market to and how.
- Be easily identifiable and large enough to be worth marketing to.
We typically recommend segmenting the market using behaviors, needs, attitudes, values and/or preferences along with some demographics to help develop differentiated, identifiable segments—we do this using a variety of statistical algorithms and techniques.
Our Recipe for a Successful Segmentation
Our analytical approach, the care we take to align with your needs, our survey design, interpretation, and reporting help ensure our deliverables are useful and meaningful.