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SEGMENTATION STUDIES
All customers are not alike. Speak to them like you know this.
The Integrated Insight Difference
Actionable Segments
We marry demographics, behaviors, and psychographics to develop actionable segments. If you can’t find them, you can’t speak to them.
Multi-Sourced Data
We work with other providers that you engage to work their databases into the segmentation schema.
Persona Development
We build personas for each segment, bringing their personalities to life with a storyboard of demographics, behaviors, psychographics, and images.
Quick Assessment Typing Tool
We conduct further analysis to identify a small number of questions that accurately segment a customer with over 85% accuracy. This makes the segmentation even more actionable among potential prospects.
Our Approach
Collaborative Development
Designing an effective segmentation questionnaire requires close collaboration with internal marketing, sales and product development teams as well as external ad agencies and experience designers. We synthesize input and produce a respondent ready survey.
Advanced Statistical Analysis
We leverage multiple approaches including latent class analysis, k-means clustering, factor analysis and two-step cluster analysis to reduce many variables to the most defining set of questions. We both “back-cast” the existing data and leverage additional research to test the predictability of the segmentation schema.
Making Segments Actionable
Each segment is also sized to help inform potential demand and revenue opportunities. Through infographic reporting and development of story-driven personas, we bring the segments to life.
Featured Case Studies
The Full Sail degree program is an intense and accelerated program, requiring a strong commitment from students. To better understand student success rates and target marketing and programming appropriately, Full Sail engaged Integrated Insight to conduct a segmentation study among both current students and prospects. Five distinct segments were identified, based on demographics, past work history, and the psychology behind seeking their respective degree. In addition to profiling the segments and developing deeper insights, a short set of questions were developed that enabled Full Sail to pinpoint which segment likely fit prospective students, enabling more meaningful communications.
Personas were developed to help bring the segments to life and infographics prepared to easily see similarities and differences between segments. Once the segmentation was finalized, a typing tool was developed to profile inquiriers and quickly predict their most likely segment.
When To Conduct Customer Segmentation Studies
When to Conduct Customer Segmentation Studies
- You want to get more from your existing marketing and sales efforts, and eliminate wasteful spending by targeting consumers with more relevant messages.
- You are developing a new business and want to reach the most relevant consumers at launch. While many consumers may be viable prospects, understanding who the early adopters will be helps jumpstart the endeavor.
- You are developing new products or services and recognize that not all of your customers think alike. Customization during the development process will ensure you build something that will appeal to multiple targets.
- You want to put a “face” on your consumers, based on data and insights, and size the opportunity for specific audiences.
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