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.

Segmentation models and the overfitting problem

Predictive segmentation modeling techniques vary in regard to the size of the sample needed to achieve a given level of reliability. This article discusses model building that captures innate systematic processes rather than discrete, temporal events, or those that are sample-specific or peculiar to a given sample.

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.

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.

Segmenting complex business-to-business markets

Business-to-business markets can be quite complex. This article discusses segmenting in business-to-business using an example from the chemical manufacturing industry that can be applied to other industries.

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.

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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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