\n“We did this huge segmentation study \u2013 a very involved process that cost a fortune. About six months after the big roll-out, the whole thing got quietly shelved because no one could use it. “\u2013 Product Development Manager, Consumer Technology Company<\/cite><\/h4>\n<\/blockquote>\n<\/div>
BEHAVIORAL SEGMENTATION<\/h3>\n<\/div><\/div><\/div><\/div>
From the Exotic to the Routine\u2026<\/strong>\u00a0Over a comparatively short period of time, segmentation studies have gone from being exotic displays of statistical finesse to expected elements of a typical marketing plan. Attitudinal and geo-demographically-based segmentation schemes generally offer intriguing characterizations of consumer groups \u2013 great conversation starters for a marketing meeting or an ideation session. But if your customers are scattered across multiple segments \u2013 and they all appear to be wildly different from each other \u2013 what implications can you draw?<\/p>\n<\/div><\/div><\/div><\/div><\/div>
BEHAVIORS ARE STABLE. ATTITUDES TEND TO CHANGE OVER TIME\u2026<\/h6>\n<\/div><\/div><\/div>
Focus on Behavioral Indicators<\/strong>\u00a0Attitudinally-based segmentation schemes are inherently unstable and are highly unlikely to replicate over time. In contrast, behavioral indicators \u2013 such as brand loyalty, cross-shopping patterns and price shopping \u2013 are much more stable and much more likely to yield consumer typologies with immediate marketing implications. You may miss the catch segment names, but you will appreciate the simplicity and immediate utility of segments with names like: brand loyalists, value shoppers and variety seekers.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
MEASURING MORE THAN POPULARITY AND FAMILIARITY \u2026<\/h6>\n<\/div><\/div><\/div>
Segment on Behavior, then Profile on Attitudes<\/strong>\u00a0Our preferred approach is to segment customers on behavioral indicators that are directly linked to marketing objectives, such as brand loyalty and related purchase behaviors. Once a behavioral segmentation has been established, that typology of customer behaviors can then be used to generate attitudinal and demographic profiles with obvious relevance to your marketing objectives. This approach highlights the attitudinal and life style differences that distinguish heavy category users, brand fans, variety seekers and the like. This approach helps you identify both who to target and how to talk with them.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
A MORE INSIGHTFUL PROFILE OF YOUR CUSTOMER BASE\u2026<\/h6>\n<\/div><\/div><\/div>
Get to Know your Customer<\/strong>\u00a0The most important segment is the one defined by your loyal customers and those who have demonstrated a preference for your brand. Apart from their obvious good judgment, what makes them distinctive? The answer lies in comparing their attitudinal and life style characteristics to those of other possible consumer groups. A profile based on a stable behavioral segmentation scheme \u2013 such as loyal customers v. occasional customers v. brand avoiders \u2013 can bring you closer to your loyal customers and show you where to find others with similar attitudes and outlooks.<\/p>\n<\/div><\/div><\/div><\/div><\/div>