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Segment Studies

Segmentation Studies: companies that can identify specific segments who prefer their product or brand gain a unique advantage.

  • Identify, profile and describe key customer segments
  • Large sample to allow multivariate analysis by segment
  • Typically mail or self-administered data collection
  • Cluster analysis to isolate segments, define differences
  • Conjoint or other forced choice provides crispers segments
  • Behavior or benefit preferences are most actionable
  • Use to develop products/services to match segment needs
  • Examine impact on customer loyalty, other key traits
  • Model to size of segments, demand opportunity