Prospective clients for our audience segmentation research often ask how many segments they'll have, and if we know ahead of time what defines them. We don’t. We don’t know what characteristics … [Read more...] about In Audience Segmentation, “I Don’t Know” is a Good Answer
Audience Segmentation
Infusionsoft Publishes Audience Audit Segmentation Research
As you might imagine, the majority of the research we do for clients never sees the light of day beyond their doors. Typically it's behind the scenes, driving better marketing strategy -- so you may … [Read more...] about Infusionsoft Publishes Audience Audit Segmentation Research
The Trap of Persona Images
Many of our clients follow up our attitudinal segmentation findings by crafting personas for their clients, summarizing the segments we have identified in the research. While personas can be a … [Read more...] about The Trap of Persona Images
Getting Into the Social Habit
A few of my friends are putting together a fascinating new piece of research called The Social Habit, providing a wide range of insights into how consumers use social media. I'm really jazzed about … [Read more...] about Getting Into the Social Habit
Why Companies Aren’t Segmenting, Even Though They Admit They Should Be
The evidence is in - segmented emails work better. A recent HubSpot article by Pamela Vaughn does a great job of detailing WHY segmentation is so important, and she cites data from Lyris and HubSpot … [Read more...] about Why Companies Aren’t Segmenting, Even Though They Admit They Should Be
B-to-B Audience Segmentation: A Case Study
Often I'm asked if attitudinal audience segmentation can benefit B-to-B companies as well. While B-to-B projects carry some unique challenges compared to B-to-C initiatives -- finding enough … [Read more...] about B-to-B Audience Segmentation: A Case Study
