Attitudinal segmentation offers many insights that can be practically used to improve your marketing, operations and product offerings and drive customer growth, engagement and loyalty.
Fact-Based Personas
Bringing your customers “to life” with personas can be a very effective way of keeping their needs front and center as your team works to meet their needs. Unfortunately, because most segmentation efforts are based on demographic or transactional data, they still require you to make assumptions about the motivations driving each persona.
Our attitudinal segmentation research eliminates the need for guessing. It directly provides statistically reliable information on what motivates your customers and prospects. Without guessing, you will be armed with specific motivational insights into each audience — leaving you free to develop messaging specifically targeted to be relevant to each one.
Better Messaging
Because your segmentation study will be custom-built for you, it can show you the impact of brand messages — yours, your competition’s, even ones you might not have expected. This unique analysis offers insight into:
- Messages that are relevant and compelling for all audiences, and can be used effectively in umbrella brand messaging and mass-media efforts;
- Messages that are highly relevant but only to a specific audience segment, and are ideal for segment-specific messaging such as email;
- Messages about your company or brand that are actually negative for one or more audience segments, helping you to ensure that your marketing messages aren’t driving potential customers away.
More Efficient Prospecting
The most efficient way to gain new customers is by finding prospects who share the same motivations and needs as your current fans. Our attitudinal segmentation research ensures that you are delivering marketing messages that will interest and engage prospects who are highly likely to feel the same way about your company as your current customers do.
This research can also help you understand the kind of operational, customer service and product changes that can help you better serve the needs of your target audiences. Some audiences may require fairly minor improvements (or simply better messaging about services and products you already offer) while some will require major adjustments to fulfill their needs and expectations. Understanding the difference will allow you to prioritize your best target segments based on the level of investment required.
A More Robust Database
Once each respondent’s segment has been identified, this information can be cross-referenced with your own transactional data, syndicated data, interactive metrics and other research to develop an even richer view of your audiences.
Ongoing Insights
Your attitudinal segmentation study will also establish a Consumer Insight Panel to provide customer insights, test product and marketing concepts, and further deepen your engagement between you and your audiences. Because the research research will identify each panelist’s segment, the panel can be used to evaluate segment response to your initiatives or test a particular concept with a targeted audience.
Better User Experience — Online and Onsite
Attitudinal insights can be used to improve the path — literally or virtually — that a visitor takes to reach the content they’re interested in, and improve each user’s experience with your brand.
Online, understanding what motivates each audience to explore and choose a product or service can help you structure their online experience to more directly and immediately offer what they’re looking for, in fewer clicks.
The same benefit can be seen in brick-and-mortar applications when augmented with employee training about the various audience types they will encounter and what their interests are likely to be.
“One of the most effective marketing minds I’ve encountered, Susan can take theory and apply it for companies in a way that actually generates transformational business results. Her emphasis on marketing segmentation and targeting takes companies from one, flaccid, marginally effective marketing plan to a razor sharp, hyper-relevant collection of several plans – each focused on a distinct audience group and their specific needs. It’s an approach that focuses very clearly on what motivates consumers to act, and it’s not your tag line. Extremely easy to work with, and a delight to be around, you and your company will wish you’d met her long ago. Get on board before she gets appropriately famous and expensive.”
