From the category archives:

Segmentation Exposed

Segmentation Exposed: Making Segmentation Data Actionable

May 17, 2010

This is one of a series of posts about a real-life attitudinal audience segmentation project.  See other posts in this series. One of the biggest challenges I find companies have with market research is how to make it actionable.  The fact is, you can have a lot of great data about your customers and prospects [...]

Read the full article →

Segmentation Exposed: Data Data Data!

April 14, 2010

This is one of a series of posts about a real-life attitudinal audience segmentation project.  See other posts in this series. Now we get to the fun part.  They survey’s been fielded and the data’s in — now it’s time to get the stats involved and see what segments the data gives us. This is [...]

Read the full article →

Segmentation Exposed: Survey Design

March 26, 2010

This is one of a series of posts about a real-life attitudinal audience segmentation project.  See other posts in this series. Once the research plan detailing who you’re going to survey and what you need to ask them has been finalized, the next step is development of the survey itself. Before I go further, let [...]

Read the full article →

Segmentation Exposed: SCU Project Kickoff

March 1, 2010

This is one of a series of posts about a real-life attitudinal audience segmentation project.  See other posts in this series. This project was undertaken for a small faith-based university in the midwest (I’ll call them “SCU” – Small Christian U – for the purposes of this discussion).  The university offers undergraduate, graduate, adult professional [...]

Read the full article →

Segmentation Exposed: Behind The Scenes of an Actual Research Project

February 24, 2010

This is one of a series of posts about a real-life attitudinal audience segmentation project.  See other posts in this series. I’m a marketing strategist.  I’ve spent the last 25 years (gack!) learning (and then helping other organizations learn) how to get the right message to the right people in order to get those people [...]

Read the full article →