The overall goal for Segmentation research is to identify profitable groups to more effectively target sales efforts and messages; it should also become part of the corporate culture by being able to

• Personify your customer groups
• Organize managerial thinking
• Provide a plan on how to communicate with customers

A good segmentation needs to be guided and refined through statistical rigor and marketing know-how to ensure the results are a practical solution that makes business sense in terms of interpretability and applicability. To further achieve this goal we recommend conducting segmentation analyses and adoption research simultaneously when possible.

Often we recommend that clients consider Data Fusion™ as part of their Segmentation analyses to elevate usability. This application of Data Fusion™ helps answer the age-old business dilemma: “how do you get segment assignments from the research sample and into your customer list?”

Click here to learn more about Data Fusion.