Consumer Market Segmentation And Profiling: Painting A Portrait Of Success
Market segmentation allows companies to concentrate effort within specific consumer groups to gain a competitive advantage. Segmentation research outlines target consumer segments, much like an artist sketching a portrait. Yet a pencil-drawn outline is not enough. To bring the subject to life, the artist must add color, shadow, light, and texture. Segmentation and profiling research that goes beyond merely outlining target groups is critical to adding dimension to consumer segments. Such research fully explains how and why consumers make their buying decisions.
In this webinar we will cover the recommended steps in Marketing Segmentation and Profiling:
- Qualitative Exploration
- Market Segmentation
- Quantitative Deep Dive
- Segment Portrait Development (bringing the segments to life utilizing Ethnography and other techniques)
- Incorporating the use of Segments into marketing strategy
During the video Beth mentions our previous webinar on Marketing Segmentation, it goes more into more detail about the methods of segmentation.
In addition, she also references the segmentation technique Multidimensional Segmentation. Multidimensional segmentation is a powerful conceptual model for the analysis of large and complex datasets. By subdividing the dataset into closely related topic areas (buckets), and then segmenting on the variables within each bucket, multiple and independent segmentations of the whole dataset are possible.
Presenters
Clay Dethloff
Senior VP, Insights and Innovation
Clay is an experienced marketing research professional with more than 25 years of experience in both leading and delivering qualitative research in the industry. As the head of qualitative research efforts at Decision Analyst, Clay is responsible for maintaining and improving the quality of qualitative research, identifying new/innovative qualitative research tools, and overall management of the qualitative team.
Elizabeth Horn
Senior VP, Advanced Analytics
Beth has provided expertise and high-end analytics for Decision Analyst for over 25 years. She is responsible for design, analyses, and insights derived from discrete choice models; MaxDiff analysis; volumetric forecasting; predictive modeling; GIS analysis; and market segmentation. She regularly consults with clients regarding best practices in research methodology. Beth earned a Ph.D. and a Master of Science in Experimental Psychology with emphasis on psychological principles, research methods, and statistics from Texas Christian University in Fort Worth, TX.