| Segmentation research can yield a unique and competitively advantageous perspective on the marketplace. But finding a winning solution is never a push-button task. Implementing processes that lead to success are essential. TRC puts sound process ahead of any particular tool to help our clients find segments of value. We will work with you to clarify objectives, build a questionnaire where every variable has a purpose, separate segmenting variables from profiling variables, and define segments that matter. Our role is to help you find a solution that best enables your intended marketing action, and our mission is to be your partner in this process. That of course means finding useful groups to direct your efforts towards. But it also means going the extra mile – scoring databases, overlaying third-party data, and rigorously profiling – to help you successfully sell the final solution within the organization as a whole. | We offer a range of options to ensure the creation of useful segments. Self-organizing Maps (SOMs) excel in non-directed situations, and reduce the potential influence of outliers. Latent Class modeling may fit the bill in more directed, dependent variable-driven situations.
Our ultimate goal is to fit your needs to the method employed, and not the other way around. We look forward to crafting a project especially for you. |
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