Segmentation research is an effective tool for defining your target audience, aided by an abundance of data generated from digital platforms and mobile devices. But the secret of success lies in good segmentation survey design.
We wrote an article for Admap with our friends Jon Puleston and Alex Wheatley at Lightspeed Research. It looks at best practices to design a segmentation that’s sensitive to consumer and cultural nuance, capable of operating at scale and immunised against the danger of survivor bias. Read it here if you don’t have an Admap subscription.
If you are considering a new segmentation strategy that aims to transform your organisation why not get in touch by by email. It’s free to talk and there’s a chance we’ve got ideas that can super-charge your plans.