Forrester: - Making Leaders Successful Every Day |
Search Forrester.com |
|||||||||||
Global Navigation
Local Navigation |
||||||||||||
| Primary Analyst Photo | Document Information | Rate this Document |
|---|---|---|
![]() |
January 15, 2009 (updated January 21, 2009) The Consumer Product Strategist's Guide To Segmentation AnalysisDon't Leave Segmentation To The Market Research Department Aloneby J.P. Gownder with Michelle de Lussanet, Dan Wilkos |
Average: 9
(3 ratings)
|
This is an excerpt
Segmentation analysis is the hardest task in market research — and it's the most important research that consumer product strategy professionals will use. Segmentation means not treating consumers as one unified market with identical needs, desires, and motives. Instead, segmentation identifies groups of like-minded consumers and ranks them in terms of their attractiveness as targets for a particular product or service. Effective segmentation analysis leads to improved product strategies by creating resonance in both product designs and in marketing messages. Consumer product strategy professionals shouldn't blindly outsource segmentation projects to the market research department but should become deeply involved themselves. This means understanding how studies are conducted, tailoring segmentation models to product-related concerns, and using product life cycles to guide the types of research that are conducted. After investing time and money in helping create the right segmentation model, consumer product strategists should make segmentation an everyday part of how they do their jobs.
This is an excerpt
Price: US $499
Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.
Already a Forrester Client?
Log in to read this document.
Sales, Marketing, & Product Strategy, Product & Solutions Strategies, Market Research, Market Research Best Practices, Market Research Segmentation