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.

The value of consistency auditing of online panels

Using findings from an ongoing study of global online panels, the authors make the case for the importance of understanding the impact of sample sources on market research results.

By the Numbers: How to improve your segmentations with max-diff

The author uses a checking-account example to show how maximum difference scaling, or max-diff, can deliver finely-tuned segmentations without subjecting respondents to an onerous number of comparison questions.

Firms are going multi-platform to get their messages out to multicultural youth

Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.

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.

Divide & conquer

Satisfying people’s needs and making a profit along the way is the purpose of marketing. Identifying needs and recognizing differences between groups of customers is at the heart of marketing. Segmentation can help with this effort. This article discusses segmentation in business-to-business markets, including how to segment.

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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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