Market Segmentation
Market Segmentation is a powerful strategic concept. If a brand’s marketing resources can be focused on an optimal segment of the total market, the concentration of marketing effort and energy increases that brand’s chances of long-term success.
Market Segmentation:
- Identifies optimal target market segments.
- Provides high-level guidance on how to reach and appeal to those target segments.
- Serves as a template for new product development.
- Guides product line optimization.
- Provides positioning and messaging guidance.
- Ensures company marketing resources are used efficiently and effectively.
If you would like to get a quote on a Market Segmentation project or would like more informaiton, please fill out the Contact form. We will respond quickly.
How Can We Help You?
Why Decision Analyst?
Decision Analyst is a leader in analytics, modeling, simulation, and optimization, with more than 45 years of experience in market segmentation studies. We typically use multiple segmentation techniques to find the best solution, including:
- Factor Segmentation™
- Latent-Class Cluster Analysis
- K-Means Cluster Analysis
- Two-Step Cluster Analysis
- Choice Modeling/Conjoint Analysis
- MaxDiff Scaling
- Neural Networks
- Artificial Intelligence
- Machine Learning
Qualitative Research and Persona Development
Good qualitative research is a vital component of well-designed segmentation studies.
Focus groups and depth interviews aid in the development of an outstanding segmentation questionnaire and are invaluable in developing personas that communicate segmentation results to your team and key stakeholders. Decision Analyst seamlessly integrates qualitative research into the overall segmentation research plan. In fact, it's a vital phase in our StrategyImpact™ for segmentation projects.
StrategicImpact™ Method For Segmentation
Market Segmentation studies are highly visible and require buy-in from a variety of high-level executives and stakeholders. The investment can be significant, so the organization is counting on positive and valuable outcomes.
The goal of the StrategicImpact™ multi-step process is to build consensus about study objectives and desired outcomes, so that the organization and major stakeholders will support and implement the results at the study's conclusion.
Alignment
- A kickoff workshop with a cross-functional team to discuss the business need(s), segmentation goals, and success criteria.
Exploration
- An in-depth qualitative exploration of category consumers’ attitudes, needs, usage patterns, buying habits, knowledge levels, and motivations.
Quantification
- Rigorous, large-scale survey research among category consumers who define the market, both current and prospective.
Analysis
- An array of statistical and analytic methods is used to arrive at an optimal segmentation solution. Qualitative deep dives are used to flesh out personas to help communicate study results.
Activation
- A 1- or 2-day moderated workshop with key stakeholders to help diffuse segmentation learnings and explore how to incorporate study results into long-range marketing plans for the brand.
Segmentation Team
Bonnie Janzen
President
Felicia Rogers
Corporate Executive Vice President
Elizabeth Horn, Ph.D.
SVP, Advanced Analytics
Audrey Guinn, Ph.D.
Statistical Analyst
Clay Dethloff
SVP, Qualitative Research & Innovation
Learn More About Segmentation
We Are Here To Help
If you have any Market Segmentation questions you would like to discuss, please contact Bonnie Janzen, President (bjanzen@decisionanalyst.com) or Felicia Rogers, Corporate Executive Vice President (frogers@decisionanalyst.com) via email or by calling 1-817-640-6166.