A Timely Conversation about Segmentation Research

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Segmentation research has a long history of being considered the “pinnacle” of marketing research for its ability to deliver strategic insights that can shape and fuel a brand’s future. Oftentimes, it requires a substantial amount of time, thought and investment; so, it is important to get it right. We all know that 2020 was a difficult year in many ways for everyone. We all needed to adapt to all sorts of changes in everyday life, which beg some questions about segmentation research: 

  • Have consumers’ attitudes, perceived needs, and behaviors changed in such fundamental ways that prior segmentations are no longer relevant?  
  • Is it time for companies to revisit their segmentation research and bring it up to date?  
  • And if they do, how should they be thinking about doing their segmentation research?   

We’ve been thinking about these overarching questions and felt this was a good time to have a conversation about segmentation research. Watch and learn as Mary McIlrath, Senior Vice President, moderates a candid discussion with two of C+R’s most experienced researchers and thought leaders on segmentation research, Robbin Jaklin, President, and Paul Metz, Executive Vice President. You won’t want to miss this opportunity to hear their perspectives on these timely issues for segmentation research.