The right product, to the right people, at the right time
Trying to speak to all consumers with a one-dimensional marketing approach can dilute its impact. Opportunities in marketing increase when segmented groups of customers, with varying needs and wants, are recognized. Segmentation helps organically identify key segments within your customer base. Through identifying segments you can speak directly to each in a way that is meaningful and relevant. Once identified, it will help you to devise appropriate marketing strategies and promotions to speak to each uniquely, while promoting your overall brand position.
Not only has our team worked with clients to develop their own segmentation, but we have also worked with hundreds of segmentation algorithms that have been provided to us to for use. By working with a multitude of these algorithms, while having the knowledge and ability to perform our own, we are acutely aware of what encompasses a successful, usable algorithm and where challenges arise. Understanding these challenges affords us the knowledge to avoid segmentation studies that drive up recruit and survey costs with unstable predictability.
Research Methods Utilized:
Focus Groups, Central Location Tests (CLT), Online, Telephone.