Segmentation- Science, Art and Practice
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A quick primer on segmentation as a marketing tool. Segmentation sits right at the heart of a consumer centric organization and a deep , well-executed scheme can transform the entire organization. Snappy , media-friendly labels like "Peppy Penny" or "Thrifty Tulsi" or "Macho Mike" are fun but have also served to trivialise the deep impact on innovation and value-build that true segmentation can have.
Segmentation- Science, Art and Practice
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- 4. Muder Chiba What one needs to bring to MR is a dose of good old- fashioned realism.The market researcher cant tell the marketer his business. She can only sharpen his decision- making. The decision is to be taken by the marketer not by the data. The data can be used as the apocryphal man in control of his faculties uses a lamppost- for illumination; or as a drunk uses it- for support. The data is there to guide, to illuminate and to inform. And this may mean at times giving precedence to the marketers subliminal impulses of ignoring apparent directions thrown up by data.
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- 8. MuderChiba 爐爐 爐爛爐 爐爛 爐爐鉦す爐 爐爐逗げ爛, 爐むが 爐爛爐 爐迦ぞ爐 爐爐爐爐, 爐爐 爐爛爐 爐爛 爐爐鉦す爐 爐爐 爛爐, 爐むが 爐爛爐 爐爐爐迦 爐爐鉦 爛 Short Answer : NO !
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- 10. Account based Marketing Segments of One Digital Consumer Personas Silvers, Boomers , Millennials MuderChiba Short Answer : NO !
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- 15. MuderChiba Source: Shopper, Buyer and Consumer Behaviour Lindquist & Sirgy
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- 18. Straight cuts Cross-tab Sequential Dichotomization Multi Variate clustering MuderChiba ..In Practice
- 19. MuderChiba Either you have unwieldy Demographic/Usage micro- segmentations which basically sequentially dichotomizeor you have nice-to- name 4-6 segment solutions for which you need not have spent months and moolah!
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- 21. Sizeas relevant for the category and brand Homogenous within , heterogeneous without Complete the STP* cycle * Segmentation ,Targeting, Positioning MuderChiba
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- 23. MuderChiba Interpreting Market Research Evidence Smith and Fletcher