Understand Segmentation Studies

Related Articles

There are 45 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

Ethnic marketing: Can researchers be agents of social change?

Ethnic marketing and research can be an effective way to target and ad and empower ethnic communities themselves by revealing their collective buying power, but the practice of ethnic market segmentation can also be divisive and exclusive. The author calls on researchers to check their biases and revisit the ethnic marketing model.

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.

Data Use: Measuring and maximizing the ROI of a loyalty program

Using a grocery-store chain as an example, the author explores a method of optimizing a shopper loyalty program using survey research, data mining and the Monte Carlo method.

Creating new market segmentations is difficult but worthwhile

Outlining six hazards to avoid, the author offers guidelines to developing segmentations that work, are embraced internally and yield improved marketing ROI.

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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.

Big data: boon to improving customer experience, bane of researchers?

The authors explore examples of the use of big data to improve the customer experience and offer tips for researchers to avoid being left in big data’s wake.

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.

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