What Direct Marketers Need To Know About Segmentation (Part2)
Wednesday, May 19th, 2010Part 2 of a Multi-Part Series
In our last article we defined the objective of a survey developed, attitudinal segmentation scheme that would separate our hypothetical chain store customers in to four clusters based on the following set of major dimensions: (1) price, (2) service (3) product depth (4) product quality (5) the overall shopping experience and (6) brand image, and asked the question: how would we go about doing it?
If we follow the traditional path we would probably hire a market research company to develop an “in-depth” questionnaire that would be presented to a random sample of a few thousand of our customers. (In the home or through direct mail, maybe even over the phone.)
The results of the survey would be processed and for sure the research firm will identify four or five major segments, let’s call them:
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