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August 26, 2005 Demystifying SegmentationHow To Segment Your Consumers And Make It Profitableby Jed Kolko with Michael E. Gazala |
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Executive Summary
Segmenting consumers gives companies the power to rank and target consumers for marketing and product design. To maximize the value of segmentation, companies need to sort through the numerous off-the-shelf and custom segmentation options and pick the one that fits their objectives, budget, and the data they have on hand. Then, to succeed, a segmentation needs to be simple, memorable, and immediately usable. The best segmentations are birthed or blessed by the market research department but embraced and applied companywide.
TABLE OF CONTENTS
- Segmentation Is Shorthand For Understanding Consumers
- Segmentation Guides Investment Decisions
- Start With Off-The-Shelf Segmentation; Get Specific With Custom Segmentation
- Forrester's Approach To Segmentation
RECOMMENDATIONS
- How To Make A Segmentation Successful
- Related Research Documents
This is an excerpt
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