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Consumer segmentation
should lie at the heart of marketing strategy and innovation.
A well executed segmentation should ensure all parts of the
company fully understand the needs of the consumer. This should
then provide powerful stimulus to energise and motivate teams
to generate and drive through new innovation as well as execute
tactical and strategic plans more effectively.
All of this is a pretty tall order! In order
for the whole company to activate the power of a segmentation
it needs to not just be conceptually sound but realistically
actionable.
At engage research we don’t believe in
force fitting a segmentation to a pre defined structure that
when you come to try and use it is often very limiting (and
thus irritating!) in its application. We make sure that we
understand how the segmentation will be used in the business
and by whom, to ensure that we cover both the strategic and
tactical issues that need to be actioned.
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We follow a dynamic iterative process in building
our segmentation which is geared to creating the most effective
solution one that genuinely pulls apart consumer drivers.
Bottom line: our system creates
a segmentation that is
…mathematically sound
…practical to use
…replicable
...inspiring
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