Forrester

Why Read This Report

Segmentation research is seen as the crown jewel of the research profession, both as a result of its high cost and effort as well as the value of the customer insights it can provide. However, too often, this high investment falls into trouble during the implementation phase when executives can't tell which segments and investments to prioritize and stakeholders can't identify how to optimize strategies. The result is underutilized, but very expensive, research that can undermine market insights' reputation, value, and ability to obtain large budgets in the future. A key way to minimize issues and provide higher-value segmentation results is to integrate transaction ("what customers do") data from customer intelligence teams. This report will help market insights professionals understand where customer intelligence data can add value and how to build a successful collaboration with these teams.