1 / 9

A SEGMENTATION THAT’S INTERESTING AND ACTIONABLE: AN IMPOSSIBLE DREAM? NOT ANY MORE.

A SEGMENTATION THAT’S INTERESTING AND ACTIONABLE: AN IMPOSSIBLE DREAM? NOT ANY MORE. TargetVoice sm From. Many people shy away from segmentation, because it leaves them with a dilemma. Classical Cluster Analysis divides people into groups that are meaningful and interesting– BUT:

carolyn-foster
Download Presentation

A SEGMENTATION THAT’S INTERESTING AND ACTIONABLE: AN IMPOSSIBLE DREAM? NOT ANY MORE.

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. A SEGMENTATION THAT’S INTERESTING AND ACTIONABLE:AN IMPOSSIBLE DREAM?NOT ANY MORE. TargetVoicesm From

  2. Many people shy away from segmentation, because it leaves them with a dilemma. • Classical Cluster Analysis divides people into groups that are meaningful and interesting– BUT: • Groups not associated with an outcome measure (e.g.,purchase likelihood), or with identifying data so that specific messages can be addressed to them. • As such, classical clustering produces groups that are interesting, but not useful.

  3. Many people shy away from segmentation, because it leaves them with a dilemma. • Targeting methods like CHAID produce groups that are related to an objective, and easily identifiable—BUT: • Since CHAID doesn’t work very well with attitudinal data, the groups it produces tend to lack depth and complexity (or their complexity is uninterpretable). • So CHAID-type approaches produces groups that are useful, but not interesting.

  4. The real problem is to find a segmentation that is both useful and interesting. And now, there is a tool to do just that: it’s called TargetVoicesm from Renaissance Research & Consulting.

  5. What is TargetVoicesm? • A hybrid clustering method,combining aspects of both CHAID and classical clustering: • Like a CHAID, it divides a sample on combinations of behavioral or demographic variables to maximize on an outcome, BUT, • The outcome is the most homogeneous set of clusters based on a set of attitudes, as in a classic attitudinal segmentation.

  6. Because of its hybrid methodology, TargetVoicesmcan answer questions like: • Do all consumers of a given product have the same needs and wants for it? Or do consumers of different backgrounds want different things? What are the product characteristics that motivate each of them to buy? • Are different types of consumers attracted to different product lines? How many different lines is it worth bringing out to satisfy everybody? What would those lines look like? • What demographics split the likely electorate into groups that coalesce around specific sets of issues? What are the issues that unite each of them?

  7. Sample TargetVoicesm Segmentation:Automobile Needs

  8. TargetVoicesmcombines the best of both types of segmentation • Yields clusters that are granular and rich in attitudinal detail • At the same time, the clusters can be easily identified and addressed, because they are based on combinations of demographic and behavioral variables

  9. TargetVoicesm finds your targets, then gives them a voice, producing segments that have depth and actionability at the same time. To find out more about TargetVoicesm, or to discuss a specific application, call Paul M. Gurwitz, Ph.D., at 212-319-1833, or email us at pgurwitz@renaiss.com

More Related