GreenBook, The Guide for Buyers of Marketing Research.

W5

White Paper January, 2018 Source: W5

Segmentation is an analytical process that identifies key segments within a target market and determines which segments are of higher or lower priority for a brand. Segmentation is a powerful tool providing a strategic perspective on the ways distinct segments of current and potential consumers are defined and understood based on shared category behaviors, attitudes, and underlying motivations and inhibitors. Understanding consumers’ motivations for purchasing, supporting, and spreading the word about a brand or product is a fundamental business challenge—often preceding effective brand positioning, marketing strategy, and communications tactics.

Rockbridge Associates

Article January, 2018 Source: Rockbridge Associates

Customer segmentation studies provide a great deal of strategic value, but that value often goes unrealized because organizations struggle to implement them effectively. Learn the top 5 must-dos to ensure your segmentation study is actionable and allows marketing and product teams to quickly make impactful decisions.

Experian and Research Now

Webinar

August 28, 2017, 1 AM - August 28, 2027, 1 AM

View the recording to learn about effectively integrating data to uncover deeper audience insights and execute marketing strategy and execution with confidence.

Customer Lifecycle, LLC

Article June, 2015

This article will outline strategies for taking full advantage of market research initiatives from multiple sources in order to create comprehensive action plans that will have real results in real market scenarios.

Rajan Sambandam

White Paper February, 2015

Seven Steps for Segmentation Success

ORC International

Article May, 2014

Learn how market segmentation is changing and how to achieve effective segmentation that drives action and results in today's landscape.

Customer Lifecycle, LLC

Article April, 2014

This article will be a discussion of segmentation and clustering methods. Finding the best segmentation requires careful attention to strategic goals and is a process of exploring numerous alternatives until the best one emerges.

Dorothy Hildebrand, Leap Research & Innovation

Article September, 2013

New perspectives complement the knowledge gleaned from traditional research. Open the door to fresh, deep insights by getting out from behind the glass, minimizing bias and engaging participants in new ways.

Decision Analyst

Article July, 2013

Market segmentation is widely accepted as the foundation for the development of marketing strategy. Segmentation analyses can help identify optimal target markets and can help guide the development of product, positioning, and messaging strategies to reach the target segments.

Customer Lifecycle, LLC

Article May, 2013

Traditional segmentation strategies have had two distinct focuses: benefits-based strategies and a priori strategies. Each of these traditional techniques has its benefits and drawbacks. Predictive segmentation effectively parses the market into easily-identifiable and discrete market segments that differ based on both needs and behavior.