Segmentation Video Series
Decision Analyst Has created a series of 14 short informative videos on Segmentation. These videos outlay the basics a successful market segmentation project from the initial planning phase to applying the results to your business.
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1
Introduction to Market Segmentation by Jerry W. Thomas
Segmentation answers four basic questions that almost every business faces.
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2
Why Segmentations Sometimes Fail by Bonnie Janzen
Why segmentations sometimes fail, this video details some common pitfalls we see in segmentation work.
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3
Types of Segmentation by Elizabeth Horn, Ph.D.
Segmentation techniques; attitudinal, needs-based, location-based, transaction-based, demand-based, and microsegmentation.
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4
Exploratory Qualitative Research by Clay Dethloff
Using exploratory qualitative research helps create hypothesis of the segments, and gives insights for your segmentation project.
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5
Design Considerations by Felicia Rogers
There are three high-level elements in designing your segmentation project; respondent sample, questionnaire design, and analytical components.
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6
Segmentation: Solution Criteria by Elizabeth Horn, Ph.D.
In this video, Beth Horn discusses how to choose the best segmentation solution, and linking those segments to important market outcomes.
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7
Segmentation: Uncovering Motivations by Jerry W. Thomas
In this next Segmentation Series Video, Jerry W Thomas explains how to get insights out of segmentation data.
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8
Segmentation: Understanding the Segments by Kathi McKenzie
In this next Segmentation Series Video, Kathi McKenzie explains how to interpret and understand the segments.
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9
Segmentation: Persona Development by Clay Dethloff
Personas are about bringing segments to life. They take those segments that have been developed in the research and bring them to life.
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10
Segmentation: Geomapping and Micromapping by John Colias, Ph.D.
Taking segmentation to the level of geomapping and micromapping. It takes 3 stages: data fusion, predictive modeling, geographic projection.
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11
Using Segmentation in Strategy by Bonnie Janzen
In this video, Bonnie briefly covers positioning, new product strategy, pricing strategy, promotional stragey, and communication strategy.
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12
Applying Segmentation Results to Marketing Communications by Felicia Rogers
How to develop a winning communication strategy that will resonate with one segment without turning off others.
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13
Applying Segmentation To Direct Marketing by Jerry W. Thomas
It’s the same general approach, identfying segments, then using segmentation to improve messaging and targeting id a direct marketing campaign.
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14
Applying Segmentation To New Product Development by Felicia Rogers
There are a couple of primary uses where segmentation can be applied to the new product or service development process.
Contact Decision Analyst
If you would like more information on Marketing Segmentation, or if you have any questions about the videos, please contact Jerry W. Thomas, President/CEO (jthomas@decisionanalyst.com), or Elizabeth Horn, Senior Vice President of Advanced Analytics (ehorn@decisionanalyst.com), or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.