Five steps to actionable segmentations

Segmenting your audience is one of the ways you can drive research findings through your business. Getting closer to your audience in this way sparks the imagination and brings research alive. Too often a significant amount of budget and effort goes into a segmentation project for little return.

Follow these steps to ensure your segmentation is successful:

1. Utilise what you know. Already available syndicated data sources or previous ad hoc research can lay the ground work for your segmentation.
2. Prioritise your applications. Define the scope of your segmentation. An ambitious, all-encompassing segmentation may be unrealistic and fail to deliver the subtleties you need.
3. Stakeholder ownership. Gain buy-in by utilising familiar terminology from past segmentations. Help bring segments to life for your stakeholders through pen portraits, or “get to know your customer” workshops.
4. Define ‘Actionability.’ Restrict your segmentation to ideas and concepts which your business can do something about.
5. Leverage and capitalise. Integrate the findings with your other research by creating a predictive algorithm or by fusing your survey with TGI.

BMRB innovates segmentation research

Traditional cluster analysis treats all variables as equal. This means your segmentation could well use inputs that do not have a bearing on your business. BMRB Media undertakes data modelling prior to segmenting. This unique innovation ensures that your segmentation is fuelled by the inputs which really impact on your business.

For more information on segmentations, please contact:

Ryan Howard: T: 020 8433 4367 E: ryan.howard@bmrb.co.uk

Print this