Click on a company name or scroll down the page to see more details about its specialisation in this area:
| Specialists | Have Expertise | ||
|
Henley Centre Headlight Vision KMR Millward Brown Research International TGI Cannondale Ziment Group |
Added Value Group Everystone (for financial services) |
| Henley Centre Headlight Vision |
Segmentation splits customers and potential customers into different groups according to characteristics, needs, and commercial value. This enables you to understand them better and reach them more effectively. It helps you develop propositions that people want, increasing profitability and reducing waste.
Why you would want to do it
A small proportion of customers represent a large proportion of potential profits- as few as 20 per cent of your customers can generate 80 per cent of your profits provided you know who they are and what they want from you. (A small proportion also absorbs a disproportionate amount of your costs). Segmentation can make sure that you are saying the right things about the right products to the right customers.
What we deliver
We deliver a segmentation which enables you to identify who you should target, and how you should communicate with them. We also ensure the commitment of key stakeholders by engaging them throughout the project, which is invaluable when the segmentation goes live.
For a fuller explanation please go to: "Segmenting Your Markets"
| KMR |
KMR provides a range of sophisticated software tools and consultancy services that can segment and map markets on specific criteria.
Cluster Analysis allows users to segment a given population into discrete groups of similar individuals. The aim is to identify groups of people who share common characteristics, so forming a target market.
Correspondence Analysis is a market segmentation technique that visually represents the relationship between variables in the market place.
CHAID Analysis (Chi squared Automated Interaction Detector) is an established statistical technique used for market segmentation analysis. It allows you to explore large data sets, such as TGI, identifying very quickly the key drivers or influences on your market. These significant drivers can be any combination of survey variable: demographic, behavioural or attitudinal.
Targetware provides an entirely new way to create more inclusive, lifelike target definitions while retaining the benefits of a robust sample size. By enabling you to include all key characteristics and useful populations on the fringes of 'conventional' target audiences."
For a fuller explanation please click here
| Millward Brown |
Millward Brown applies segmentation analysis to meet a wide range of business objectives. Applications include:
- Identifying optimal routes for brand development going forward
- Providing guidance on refining marketing targets and enhancing messages
- Constructing relevant value propositions
- Evaluating price and promotional tactics around acquisition and retention
| Research International |
There are two parts to any segmentation. First you have to decide what to segment on, and then you have to get it right. We have run behavioural, attitudinal, needs-based, occasion-based and demographic segmentations for hundreds of clients, as well as combinations of these approaches on a global and local level.
With every segmentation project we run we apply seven criteria to make sure it's effective. The segments must be identifiably different, substantial in size, actionable in marketing terms, differently responsive, accessible as customers, stable over time, and easy to communicate internally. Only then can we say that a segmentation is successful.
| TGI |
TGI Global, covering over 50 markets, measures consumers' product and brand usage, media consumption and attitudes from over 650,000 respondents each year. As well as providing data at a global level, TGI recognises the need for regional information. To this end, through TGI Latina and TGI Europa, we offer harmonised marketing and media studies within two regional databases. The TGI studies' robust samples at a national level also allow for in-depth local market analysis.
Whether your need is local, regional or global, TGI can provide the marketing or media research insights you require. For further information visit: http://www.tgisurveys.com
| Cannondale |
Cannondale Associates has conducted segmentation analyses regarding consumer/shoppers, retailers and market opportunities. In addition, Cannondale Associates has also performed numerous geographic segmentation analyses to identify the greatest opportunity areas for our clients' business focus.
| Ziment (healthcare & pharmaceuticals) |
Ziment has considerable experience in this area and the company's From Compound to Profit suite of approaches, SEGZ and TAGZ, provide further information on how we can help.
| Added Value Group |
Moments of truth
How your brand makes someone feel at key moments is critical. Identify and understand these moments and you can predict what will persuade them to purchase or reject your brand. We use multiple insights from multiple perspectives to get to the bottom of it all.
How we do it:
- Market Segmentation & Mindset Mapping
- Brand Portfolio Management
- Market Simulation
| Everystone (for financial services) |
How we define it
- Mapping and segmenting markets is the process of reducing an entire population into a manageable number of clusters or individuals, to better identify customers and/ or prospects.
- We define the benefits of mapping and segmentation as:
'Helping businesses to offer the right things, to the right customers, in the right way, so that their business gains long term benefit and value.'
While many off-the-shelf mapping and segmentation tools can deliver a demographic segmentation, they cannot deliver a view of the profitability to your business of the customers you have on your database. This is why we believe mapping and segmentation is best undertaken as a bespoke process
Our focus is on providing a customer-driven, fact-based approach that will develop actionable and value-adding initiatives, capable of informing and contributing to a company's growth. As a result, the emerging maps and models will be:
- robust enough to support board-level decision-making
- sufficiently flexible to encourage innovative thinking within the organization, and not become the rationale for maintaining the status quo
- adaptable and workable for the organization as a whole, and for those who will use it as part of their daily working process
These companies also have relevant experience:
BPRI (for business to business markets)
BMRB
Fusion 5
IMRB
Mattson Jack
Management Ventures (for retail)
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