Sophisticated segmentation research can profoundly impact the future of businesses and their brands. We’ve seen it many times before. We believe that segmentation research must be purpose-built and customized for every industry or product category. We also believe that design and analyses require an investigative and iterative approach. A great segmentation has many purposes, including identifying new growth opportunities and refining or expanding your brand’s target or market share more effectively.
Segmentations are our specialty. Over the years, we’ve developed and executed hundreds of segmentation studies across a wide range of industries and developed best practices and processes to assure that our clients achieve the maximum return on their segmentation investment. No matter what type of segmentation research you need – attitudinal, occasion-based, or marrying behavior with attitudes, our goal is to produce game-changing insights to fuel your marketing strategy.
Sharing, Planning, Aligning
We often find conducting in-depth, one-on-one stakeholder interviews extremely beneficial. These interviews provide unique, internal perspectives from the people who will actually be using the segmentation for marketing, communications, promotions, and channel strategies. The results of these interviews can be used to “tee up” an immersive and collaborative kick-off meeting where everyone involved in the study can share what they already know, as well as what they wish to know by the end of the study.
Building Empathetic Insights Around Needs
We know that in order to do a good segmentation survey, it’s essential to understand consumers from their own point of view. That’s why we always recommend qualitative research as a first step. Qualitative research on the front-end assures that the research team understands consumers’ experiences, wants, and needs in their own words. Equipped with this understanding, the research team can anticipate and hypothesize about the segments that may exist and deploy consumer language in the segmentation survey.
Evaluating Need States for Opportunities and Segment Creation
Segmentation data analysis is exploratory and investigative. Once we have data in-hand, we plan several hands-on worksessions with the client team – allowing the team to play an active role in selecting the right segmentation solution for their business. We find that analyzing the data in manageable chunks, over the course of several hands-on work sessions, makes for a more effective learning process.
Developing Personas and
Bringing Segments to Life
After the segmentation solution is final, personas are created to present segments in a quick and easily digestible way. We’re known for bringing segmentation results to life in novel and creative ways—whether by delivering creative displays, “sizzle” videos, roadmaps, and infographics, or introducing actual consumers as real-life examples of each segment. And, for many of our clients, we develop a playbook to provide thought-starter strategies. No matter which format we provide, our goal is to ensure that our clients leave with a clear and intimate understanding of their most important consumer targets.