StrategicImpact™ Process
Transcript
Hi, I'm Felicia Rogers, Executive Vice President with Decision Analyst. Today, I want to share a process that we call the Strategic Impact process.
When there's a lot at stake, as is typically the case with a segmentation effort, we need to ensure that all bases are covered and we haven't missed a user attitude, or a behavior, or some nuance that's important to the market. It's critical to understand all the key elements that drive a customer or a decision-maker's buying behavior before developing the segmentation. The Strategic Impact process is purposefully designed to make sure that we have the best possible understanding.
We start with internal alignment. Bringing key stakeholders together is important, whether in a brief workshop or by conducting one-on-one interviews.
The alignment phase is used to discuss a business background, current needs, and the future vision for leveraging segmentation, especially how the segments will be used. This kickoff phase sets the whole project up for success. When everyone is aligned, things are off to a good start.
Next, is often an exploratory phase where target customers are interviewed by a moderator in deep discussions.
We ask questions and we listen carefully, both for what is said and for what is not said. We're looking to understand attitudes and purchase processes, usage behaviors, even frustrations and trade-offs, as well as lifestyle factors that may impact category behavior. This explore phase can lead to important early insights, and it helps ensure that we're prepared to design a comprehensive survey, including all the right ideas and language for the next step.
Now comes the quantify step, where we conduct a robust survey to measure and validate the attitudes and behaviors that surfaced in the previous phase.
This is the meat of the segmentation, where thousands of data points will be gathered, often from thousands of individuals. It leads us to a thorough understanding of the market as a whole and, more importantly, to the nuances that exist among different subgroups of shoppers, or users, or decision-makers.
Next is the critically important analysis phase. Here's where the segmentation magic really happens.
Through sophisticated, advanced analytics carried out by an experienced analytical consultant, several possible solutions are developed and discussed before a recommendation is made. Both the analytical team and the brand side team are involved at this stage to ensure that the solution is not only statistically correct, but that it's also sensible and manageable for the business.
As we near the end of this process, there's a need for thorough segment profiling and naming. This is part of the analysis phase, and it sometimes involves additional research to further flesh out segment personas.
Finally, comes the activation workshop stage, which is one of the most important steps in the process. The key stakeholders come back together to be fully immersed in the segments.
They ideate as a team and they build consensus on how, where, when, and who will apply the segments to the business. Ideally, each stakeholder leaves this workshop knowing their own personal role in activating the segments for their company or the brand.
It's important to note that this step can make or break a segmentation's effectiveness. Without this group immersion and socialization step, we often run the risk of the work feeling confusing or overwhelming, and ultimately, it could fall flat or even be pushed aside. However, when it's done well, the activation workshop helps ensure that all parties are informed, that they're energized and ready to leverage the segments in their own jobs.
So these are the five key steps in the Strategic Impact process. They're applied here to ensure a high-stakes segmentation effort delivers maximum impact to help drive brand growth.
Thank you so much for joining today. If you'd like to learn more, please check out our other segmentation episodes.
Presenter
Felicia Rogers
Corporate Executive Vice President
Felicia Rogers is a dynamic insights consultant who leverages decades of business and consumer research experience. She is passionate about brand strategy and improving brand health, new product development, and driving positive customer experiences. During her career, she has consulted with companies across an array of categories to tackle many important strategic issues.