Customer Segmentation Studies

“We know we should be doing more targeted marketing. How do we know who to target and with what message?”

Customers and prospects have unique attitudes, needs, and preferences, representing distinct opportunities for your business. Identifying and understanding these different groups of customers is critical to developing successful business, product, and marketing strategies tailored to attract your most valuable customers.

Research has shown that consumers respond best to products, services, and messages that indicate they know them well. When they can “see” themselves in your brand, a connection is built.

The Integrated Insight customer segmentation study delivers an actionable report that identifies the most valuable segments to target and illustrates personas to represent typical customers in each segment. Our reports are designed to make segmentations more actionable and accessible, guiding major investments and providing an intimate understanding of the best customers and prospects for your business.

Customers and prospects have unique attitudes, needs, and preferences, representing distinct opportunities for your business. Identifying and understanding these different groups of customers is critical to developing successful business, product, and marketing strategies tailored to attract your most valuable customers.

Research has shown that consumers respond best to products, services, and messages that indicate they know them well. When they can “see” themselves in your brand, a connection is built.

Our customer segmentation studies identify the most valuable segments to target and illustrate those segments with personas. Our reports are designed to make segmentations more actionable and accessible, guiding major investments and providing an intimate understanding of the best customers and prospects for your business.

The Power of Customer Segmentation Studies at Travel Freak – Case Study

Travel Freak provides inspiration, motivation and travel tips for travel-interested consumers. To provide more relevant information and target them with promotions they will find compelling, Travel Freak segmented their customers based on the number of places they’ve been, the average distance they travel per trip, and how much they typically spend on vacation. By sending information and offers relevant to their preferred destinations and within their budget, email open rates increased significantly while click-throughs and conversion remained steady. According to Travel Freak, the result was a 25% increase in revenue from tours and vacations.

The Power of Customer Segmentation at Disney Parks and Resorts – Case Study

Disney traditionally marketed its theme parks and resorts to families with kids, until they realized the power of adult-only visitors through segmentation. Some were older adults who so enjoyed the experience that even after their children were grown and on their own, they continued to visit. Others were young adults who were making their first visit without their parents. The first year Disney started segmented marketing and advertising, they saw over a 10% increase in parties visiting the parks without kids. That step change lift in visitation proved to be sustainable over time. Subsequently, Disney segmented other aspects of the experience, including: choice of accommodations (those that want to stay in the middle of the magic versus take a break from everything Disney); food and beverage (guests for whom food is an integral part of the experience versus those that will snack their way through the park); and merchandise.

When to Conduct Customer Segmentation Studies

Segmentation studies are critical when:

– You want to get more from your existing marketing and sales efforts. Eliminate wasteful spending by targeting consumers with more relevant messages.

– 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 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.

The Integrated Insight Difference

– We marry demographics, behaviors, and psychographics to develop actionable segments. If you can’t find them, you can’t speak to them.

– We work iteratively with our clients, presenting a few viable segmentation schemas and discussing the benefits of each.

– Within the questions that define the segments, we conduct further analysis to determine the short set that can accurately segment a customer with over 85% accuracy. This provides a tool to leverage on the company website, through IVRs, at call centers, or through additional surveys to quickly identify the most likely segment for a new or existing customer.

– We build personas for each segment, bringing their personalities to life. We storyboard each segment with demographics, behaviors, psychographics, and images.

– We work with other providers you engage to marry their databases and segment their audiences to replicate your segmentation schema.

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