Understand Segmentation Studies

Related Articles

There are 18 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Four indicators, one goal

The authors present four indicators (size, hit rate, return and coverage) that can be easily and effectively be used to produce workable and valuable market segmentations.

Ned Dweeb does segmentation

This article is the latest installment in his series on the research efforts of the mythical Second City Bus Service. Previous installments have appeared in the March 1991 and October 1990 issues of Quirk’s. Here, Ned Dweeb learns the value of finding market segments that differ both in terms of attributes desired (benefits) and critical marketing behavior.

Getting a clearer picture

While the gay market has long been seen as one with massive buying power, this article argues that gauging the market’s size is difficult and that buying power is sometimes difficult to quantify.

Data Use: Getting your money's worth with virtual targeting

Virtual targeting uses a blend of statistical techniques that identify the distinguishing characteristics of the target group and then build a linear equation that can be applied to records of the group to achieve a sortable, analyzable score. The article focuses on the example of a political candidate hunting for possible voters.

Look for the similarities

The author provides five methodological and five applied-marketing guidelines to help readers craft better segmentations.

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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.

A revised paradigm for Hispanic acculturation

To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Data Use: Trying to bring the numbers alive

A report on efforts to fuse behavioral, psychographic and demographic information to identify segments and track marketing results.

How qualitative research helped AARP reach a new audience with its LifeTuner site

Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

In defense of digital: eliminating concerns surrounding digital research

Making the decision between traditional and digital research can be difficult and many are skeptical of the benefits digital methodology offers. The author explains the differences; discusses three common concerns surrounding digital research adoption; and sites supporting case study examples.

How to get brand equity studies off the ground

To keep your brand equity study from becoming unwieldy, you must enter the process with a well-defined set of information goals and parameters. The author outlines a process for determining your data needs.

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