Resources Related To Market Segmentation Studies

Related Articles

There are 62 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Mining social media to boost segmentation

This article describes how researchers can employ an algorithm to unsolicited customer-generated content from social media to gather the opinions of their users to improve products and target messaging.

Data Use: A rapid-response consumer segmentation survey approach

This article provides a real-world example of consumer segmentation data collected using a multiple-sample-frame survey approach. The use of two sample frames reduced the field time, provided lower costs and added value in getting the right people for segmentation while meeting rapid-response requirements.

Segmentation and online research: a logical partnering

Combing today’s technology with the valuable segmentation tool, online segmentation research has become a complex and powerful marketing weapon. This article discusses using segmentation and online research together, including the benefits and drawbacks of online deployment and overcoming the drawbacks.

Market segmentation helps bank classify customers

Crestar Bank's market research department has been figuring out where its customers live and what products they own and use for the past few years. Using identifying demographic clusters and implementing a market segmentation system has helped the bank understand its customers and make better decisions.

Polaroid “checks out” the users of its professional films

Polaroid used ResponseCheck, which combines an incentive with a survey, to profile professional film users by market in an effort to learn which film types were most used in each of the markets and with what applications.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Activating segmentation through storytelling

BP turned to data visualization to help increase the internal uptake and awareness of the results of a global C-store segmentation.

Mining social media to boost segmentation

This article describes how researchers can employ an algorithm to unsolicited customer-generated content from social media to gather the opinions of their users to improve products and target messaging.

Is emotional response the important missing variable in customer experience measurement?

The authors offer a way to measure the impact of emotions, using a car-rental example to show the benefits of asking customers how they feel about seemingly emotion-free transactions.

What physician research can teach us about prioritizing people, not products

The authors outline how segmenting doctors to understand their emotional drivers can help put the focus on the human side of the health care process and less on brand names and marketing.

Behavior over attitude: A path to more actionable segmentation

Traditional segmentations tell researchers who a person is and what decisions they have made but not the path they took. That pathway and all the decision points along it represent opportunities for marketers to identify and understand the drivers of customer decision-making; create segments of customers with similar decision-making drivers; and develop a tool that helps craft messages best suited for each customer.

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