Strategic Research > Market Segmentation
Marketing Research Firms in Charlotte (NC--SC)
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Marketing Analysts, LLC
Phone: (843) 797-8900 x1119, Charleston, SC
In business since 1982, MAi offers insightfull leading edge marketing research design and analysis, helping clients grow their business....
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Related Articles
A Practical Guide To Market Segmentation
by Paul Hague, Director, B2B International
There are ten basic steps in finding unique segments in your customer base. Segmentation can be created by looking at factors such as purchase history, industry, need, and behaviour. B2B International shares their segmentation methodology in this white paper. Read White Paper »
Addressing Concerns Over Market Segmentation in Uncertain Times
by Josh Mendelsohn, Chadwick Martin Bailey, Inc.
This article addresses major concerns about conducting segmentation studies in the current economic situation and how to overcome these challenges. Read Article »
Segmenting for Success
by Sawtooth Technologies Consulting Group
Segmenting for success in both consumer and B2B markets means going beyond traditional segmenting variables, such as demographics or company type, and focusing on needs, attitudes and lifestyle. In this article Sawtooth Technologies highlights the benefits, approach, and uses of segmenting a market in such a way. Read Article »
Cluster Analysis Gets Complicated
by Rajan Sambandam, TRC
Segmentation studies using cluster analysis have become commonplace. However, the data may be affected by collinearity, which can have a strong impact and affect the results of the analysis unless addressed. This article investigates what level presents a problem, why it's a problem, and how to get around it. Simulated data allows a clear demonstration of the issue without clouding it with extraneous factors. Read White Paper »
The Needs of a Segment Should Drive Design
by Gail Ritacco, Vice President, Product Ventures
Segmenting your consumers will help focus design efforts when creating packaging for your product. Common segment dimensions include demographics, psychographics and behaviors, but the need states of consumers may be the most significant variable. In this article, Product Ventures delves into how need states can translate into effective package design. Read Article »
Being Smart about Mobile
by Labbrand
There has been much discussion globally in the past year or two on how important it is for brands to be present on mobile networks and applications. It is often said that brands need a “mobile strategy”. Rather, what is needed is a comprehensive and informed brand strategy. Read Article »
Lessons Learned In Market Segmentation
by SDR Consulting
This paper covers some of the challenges in market segmentation - finding the right approach, uncovering new segments, and getting actionable results. SDR Consulting identifies certain practices that are often associated with successful segmentation programs. Read White Paper »
Implementation Tactics For Segmentation
by SDR Consulting
For many firms, market segmentation has failed, not so much because there was a failure to find appropriate segments, but more often because there was an inability to translate the segment definitions to customer and prospect databases. This paper describes the use of custom segmentation in comparison with a traditional approach. Read White Paper »
Advocacy and the Revenue Narrative: A Case Study
by Don Ryan, Vice President, Technology Practice, Market Probe, Inc.
Don Ryan demonstrates the direct linkage between advocacy and measuring business performance. Ryan uses a 2011 survey of IT decision makers to illustrate Market Probe’s approach to using advocacy to measure customer experience and link it to specific financial and business outcomes, a methodology relevant across B2B and B2C sectors. Read Case Study »
Market Segmentation Studies: 5 Ways to Get the Most Out of Your Efforts
by Gina Woodall, Senior VP, Rockbridge Associates
What can researchers do to help clients gain a more intimate understanding of the different segments of their market? Read Article »
Don’t Give Up On That Segmentation Study – Do It Smarter
by Chadwick Martin Bailey, Inc.
In uncertain economic times, segmentation of your market can be difficult. This article covers top concerns addressing strategists and provides actionable insight. Read Article »
Database Scoring with Object Based Segmentation
by Rajan Sambandam, TRC
Segmentation created from company databases are often lacking the rich segmentation schemes formed by attitudinal surveys. A new approach is Object based segmentation that uses database variables at the basis for forming attitudinal segments, leaving both markets classifiable with clear demographic segments. TRC compares traditional segmentation analysis with Object based. Read White Paper »
Why Should My Company Care About Being “Green”?
by Joe Bates, Vice President, Rockbridge Associates
The race to be “green” is heating up as never before. It is impossible to watch television or read the news headlines without seeing something related to green products and marketing. In their annual National Technology Readiness Survey, Rockbridge conducted a “green” segmentation uncovering segments that are demographically unique and targetable. Read Article »
Multicultural Marketing in Contemporary U.S. Markets
by Chang-Hoan Cho, Ph.D. Assistant Professor, John Holcombe & Daniel Murphy of Insights Marketing Group
Cultural background affects how consumers process advertising messages, and advertisers recognize the purchasing power of the diverse ethnic groups in the U.S. In this white paper, Insights Marketing Group delves into market research strategies that are effective at segmenting these markets and creating products and services that resonate with them. Read White Paper »
MaxDiff: A New Way to Prioritize Benefit Statements
by Sawtooth Technologies Consulting Group
MaxDiff is a great methodology for prioritizing benefit statements. You’ll learn which statements resonate most with your market in this article. Read Article »
How to Identify the Most Profitable Targets
by Copernicus Marketing Consulting and Research
A top ten list of criteria used to identify financially-optimal targets. Read Article »
Segmentation Success
by Michael Sosnowski, TRC
This paper explains the basic building blocks of the segmentation process and its implementation. Read White Paper »
Market Segmentation: One Method, Four Examples
by Rajan Sambandam, TRC
Effective market segmentation requires an understanding of the market and the skilled art of finding the appropriate segments. TRC gives four examples of this method's application with results. Read Case Study »
Stay Visible & Relevant Or Lose Loyal Customers During The Downturn
by Mara Friedman, MARAFriedman Brand Strategist
This newsletter article discusses the importance of creating demand during an economic downturn to retain brand loyalty and come out strong at the back end. To do so puts a burden on knowing one’s target audience intimately, and having the right brand strategy tools to obtain this understanding. Read Article »
Creating Actionable Segmentation: How You Can Harness the Power for Your Organization
by Lisa Gudding, GfK
This 2009 case study of oil giant BP describes the design and implementation of a global segmentation project. Read Article »
Why Doesn't My Market Segmentation Work?
by Copernicus Marketing Consulting and Research
This article shares scenarios where you might run into problems with market segmentation. Read Article »
Good Versus Bad Market Segmentation
by Copernicus Marketing Consulting and Research
The qualities of good market segmentation include the results - does the research yield distinct, proprietary, highly profitable market segments? Copernicus Marketing Consulting and Research shares their 5 steps toward good market segmentation. Read Article »
Research with Minority Populations
by Labbrand
Ethnic minorities across the globe are becoming a growing economic force with immense buying power. How do brands tap into this increased demand? Read Article »
Project Scope: Market Segmentation
by Kathryn Korostoff, Research Rockstar LLC
While defining a project scope may seem like a daunting task, it really comes down to two things; knowing you want to get out of your project, and deciding how you’re going to get it. It also helps to know some of the common language used to define market research studies. Read on to learn about a common project type: market segmentation. Read Market Research Book »
Segmentation Woes: Avoiding Vivid Descriptors and Fuzzy Segments
by Steven Yarnell, Paul Anderson, and Lesley Muir of Yarnell Inc.
Learn how qualitative research can be more targeted and effective. Using segmentation analysis to create focus groups requires you to both understand the technical definitions of the segments and to develop statisical-based screening questions that select "pure types" for each segment. Read Article »
Get Better Business Results From the Four Stages of Your Customer Lifecycle - Stage 1: Acquisition
by Customer Lifecycle, LLC
Each stage in the customer lifecycle — acquisition, service, growth, retention — has its own unique customer needs, attitudes and behaviors. The goal for customer acquisition should be deciding which prospects most closely match a company’s "ideal prospect" profile. Read White Paper »
