Market research companies offering segmentation analytical services. Quickly choose a provider of this statistical technique used to identify groups of consumers within a category based on attitudes and/or behavior. A consumer or market segments are internally homogene (in a way meaningful for the business in question) while being externally heterogene. Segmentation can be an important consideration in developing brand strategy.
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.
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.
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.
With ever-increasing longevity, Baby Boomer and Senior populations continue to grow at an incredible pace. Their careers are lasting longer, they are more active than ever before, and enjoy more disposable income than their predecessors. As you think through your strategy for including Boomers and Seniors in qualitative research, there are a few considerations to ensure you get the most out of your engagement with these groups.
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.
Marketing Fray sat down with Copernicus' Eric Paquette, a senior vice president at the firm who's leading the digital charge, and posed three questions about how and what marketers can do to make good digital marketing decisions.
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.
They are brands you don't recognize, yet they have global market shares greater than 50%. This article describes the concept of "Hidden Champions" and gives examples of companies achieving this classification.
Jeff McKenna, Senior Consultant, Chadwick Martin Bailey, Inc.
The gap between by-the-numbers strategic consultants and creative ad agencies can be bridged by effective market research. In this article Jeff McKenna explains how market segmentation finds consumer preferences, needs and brand attitudes that can help influence the "emotional" and creative side of advertising.
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.
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.