Decision Analyst has created a series of 14 short, informative videos on segmentation. Our experts lay out the basics of a successful market segmentation project from the initial planning phase to the application of the results to your business. The videos last 3-7 minutes each and provide an overview of how to conduct a successful segmentation.

Strategic research initiatives are highly visible and require buy-in from a variety of high-level stakeholders in order to be successful. Our system for gathering knowledge and gaining alignment among key stakeholders leads to a deeper understanding of the business needs and opportunities from every perspective. The goal of this multi-step process is to help teams uncover, agree upon, and implement the right solutions to help drive the organization's growth.

When the term "market segmentation" is used, most of us immediately think of psychographics, lifestyles, values, behaviors, and multivariate cluster analysis routines. Market segmentation is a much broader concept.

Segmentation is a very powerful tool; leverage that power by applying segmentation to your company’s customer database(s). Organizations that successfully classify their customers into segments increase the likelihood that their brand communications and new products will meet the needs of those customers. This makes the time, effort, and investment to build the “bridge” worthwhile.

Only by truly understanding our segments can we help to motivate them. Getting to know them doesn’t come from sales data or tracking reports alone—it comes from research that asks questions, listens, and observes.

In the business world, we’ve all heard it: “We did a segmentation, and no one bought into the results.” It’s important to remember that the research and report are just the beginning of the journey. We have found that it’s often vitally important to flank a segmentation initiative with in-person work sessions involving key members of the client organization’s team.