Home - Areas of Expertise - Segmentation Studies

Marketplace Segmentation

Target customers and prospects in meaningful and actionable ways

Segmentation research can give you a unique and competitively advantageous perspective on the marketplace. It can also be a tricky process to navigate. We'll help you find the solution that best enables your intended marketing action.

Our ultimate goal is to fit your needs to the method employed, and not the other way around.

  • It's not a push-button task. We'll work with you to clarify objectives, build a questionnaire in which every variable has a purpose, separate segmenting from profiling variables, and define segments that mater - all keys to segmentation success.

  • We've got the right tools for the job, with Self-Organizing Maps (SOMs), Latent Class Modeling, CHAID, and traditional cluster techniques at the ready to help you find useful segments.

  • We're ready to go the extra mile to prove your segmentation solution's value to the organization - scoring databases, overlaying third-party data, and rigorously profiling and naming the final groupings.

 
 
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