Segmentation Video Series

Decision Analyst will be posting short informative videos on Marketing Segmentation. The goal of the videos is to discuss various aspects of a successful marketing segmentation project. We are planning on publishing a new video twice a month

  • Marketing Communications

    In this latest video, Felicia Rogers, looks at a couple of key factors in using segmentation to develop marketing communications.

    First, how do we use segmentation work to shape messages for certain audiences? And then secondly, how do we develop a winning communication strategy that will resonate with one segment without turning off others.
    more

  • Marketing Strategy

    In this video, Bonnie Janzen, Executive Vice President, discusses applying your segmentation to strategy.

    In this video, Bonnie briefly covers positioning, new product strategy, pricing strategy, promotional stragey, and communication strategy.
    more

  • 26Sep
    Geomapping and Micromapping

    In this video, John Colias, Senior Vice President of Decision Analyst’s Advanced Analytics Group, discusses taking segmentation to the level of geomapping and micromapping.

    There are three stages to accomplish this: first is data fusion, then predictive modeling, and then the geographic projection.
    more

  • 30Aug
    Segmentation: Persona Development

    In this next Segmentation Series Video, Clay Dethloff talks about personas and persona development.

    Personas are about bringing segments to life. They take those segments that have been developed in the research and bring them to life. Personas really help to diffuse the learning throughout the organization.
    more

  • Segmentation: Understanding the Segments

    In this next Segmentation Series Video, Kathi McKenzie explains how to interpret and understand the segments.

    In her discussion of how to choose the segment or segments which to target, she discusses that researchers need to look for differentiation, value, actionability, and accessibility in the segment(s).
    more

  • Segmentation: Uncovering Motivations & Key Drivers

    In this next Segmentation Series Video, Jerry W Thomas explains how to get insights out of segmentation data.

    He mentions cross-tabulations, factor analysis, and key driver analysis as ways of uncovering motivations.
    more

  • 10May
    Segmentation: Solution Criteria by Elizabeth Horn, Ph.D.
    Segmentation: Solution Criteria

    In this video Elizabeth Horn, Ph.D. discusses marketing segmentation solution criteria.

    Some general criteria for useful segments include: segments should share more commonalities with each group than they do between groups, segments should also be large enough for organizations to mount cost-effective campaigns, and segments should be reachable through most media avenues.
    more

  • 25Apr
    Design Considerations by Felicia Rogers
    Segmentation Design Considerations

    In this video Felicia Rogers discusses three high-level elements in designing your segmentation project.

    Those are the respondent sample, the questionnaire design, and some of the analytical components.
    more

  • 11Apr
    Exploratory Qualitative Research

    In this video Clay Dethloff explains how using exploratory qualitative research helps create hypothesis of the segments, and gives insights for your segmentation project.

    He discusses tips for understanding both the rational and emotional underpinnings, utilizing different survey techniques, such as in-depth and/or in-the-moment to maximize understandings, and more.
    more

  • 2Apr
    Types of Segmentation by Elizabeth Horn, Ph.D.
    Market Segmentation Techniques

    In this video Beth Horn discusses the different types of commonly used segmentation techniques.

    Techniques mentions include historical techniques, such as; attitudinal segmentation, and needs-based segmentation, as well as newer techniques, such as; location-based, transaction-based, demand-based, and microsegmentation.
    more

  • 13Mar
    Introduction to Market Segmentation

    Why segmentations sometimes fail, these are common pitfalls that we see in segmentation work.

    The first question is: what is the optimal target market for our brand? or our business? The next big question is what should our product strategy be?  And then, how do we position ourselves, and what messaging, and themes support that positioning? And then what advertising strategy should we explore to try to achieve competitive advantage? So those are the four main topics that, questions that can be answered by market segmentation studies.
    more

  • 21Feb
    Introduction to Market Segmentation

    Segmentation answers four basic questions that almost every business faces.

    The first question is: what is the optimal target market for our brand? or our business? The next big question is what should our product strategy be? And then, how do we position ourselves, and what messaging, and themes support that positioning? And then what advertising strategy should we explore to try to achieve competitive advantage? So those are the four main topics that, questions that can be answered by market segmentation studies.
    more

Contact Decision Analyst

If you would like more information on Marketing Segmentation, or if you have any questions, or about the videos, please contact Jerry W. Thomas by emailing jthomas@decisionanalyst.com or calling 1-817-640-6166.

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