The Segmentation Toolbox - CASRO Recorded Webinar

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Overview

Segmentation is a crucial element in marketing and therefore market research. This webinar will provide attendees with a better understanding of the four main types of segmentation and when each should be employed:

  • Post Hoc Segmentation - Uses information from consumer surveys, customer data or other sources to classify consumer.
  • Brand Segmentation - Reveals clusters of brands based on consumer perception. Relies heavily on visual outputs.
  • A Priori Segmentation - Develops statistical profiles of consumers to understand and predict important marketing information, such as existing segmentations or likelihood to purchase a product.
  • Key Driver segmentation - Uses key driver analysis (regression) to describe different priorities of existing segments.

Segmentation broadens and enhances the value of research findings in many ways, including to:

  • Uncover patterns of consumer motivations and link them to characteristics
  • Understand what motives consumer behavior
  • Retool existing offers to appeal to a broader range of consumer
  • Enhance new product development and improve customer relationships
  • Discover how brands are positioned within different needs structures

Presented By:

Michael D. Lieberman
Founder And President,Multivariate Solutions

Michael has more than 24 years of experience as a researcher and statistician in the marketing and advertising research fields. He has worked extensively with clients in financial services, information technology, food service, telecommunications, political polling, public relations, and advertising testing fields. He founded Multivariate Solutions in 1998 and now works with an international clientele including advertising firms, political strategy groups, and full service market research companies. Michael has taught at City University of New York and the University of Georgia as an adjunct professor of statistics and market research. He holds a B.A. degree in Mathematics and an M.S. degree in Statistics from Rutgers University, and an M.A. in International Affairs from George Washington University. He is the co-author of Market Research Insights – 22 Visual Displays and is a frequent guest blogger on the Market Research Bulletin website.

Course content

  • Recorded webinar

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