IT'S A
FACT
SEGMENTATION
STUDIES
A well-executed segmentation will harness market-specific insights and target specific actions, laying the foundation for sustainable growth.
Learn about your target audience's behavior, values, and beliefs. Listen closely and pay attention to what they ask of you, and discover how you can better serve each individual segment. By developing a value-based segmentation, we can create a detailed profile of your target audience.
We will develop personas with meaningful, individualized attributes—names, interests, jobs, relationships, life values, purchase drivers, growth potential, and business value. Valuable segments are characterized by strong internal homogeneity and strong external heterogeneity, allowing us to pinpoint specific strategic actions for each segment.
Our segmentation process focuses on asking value-based questions that differentiate your audience.
We identify segments using a K-means cluster analysis algorithm (Ward’s algorithm), driven by responses to value-based questions.
These segments are easily replicable in other studies through a discriminant analysis decision tree algorithm. Typically, the segmentation results in 3-6 unique segments and demand spaces, which are thoroughly analyzed to understand each person’s needs and motivations.
Detailed profiles of each segment will provide insights into who the individuals are, their attitudes and beliefs, how they make purchasing decisions, and how best to connect with them from a brand perspective.
Each segment is given a meaningful cluster label to clarify the archetypes behind them, creating internal work names that foster a common understanding when working with the segments internally and across markets.