Segmentation- Science, Art and Practice
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Muder Chiba
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Transcript of Segmentation- Science, Art and Practice
Muder Chiba
Muder Chiba
Muder Chiba
Muder Chiba
What one needs to bring to MR is a dose of good old-fashioned realism. The market researcher can’t tell the marketer his business. She can only sharpen his decision-making. The decision is to be taken by the marketer not by the data. The data can be used as the apocryphal man in control of his faculties uses a lamppost- for illumination; or as a drunk uses it- for support. The data is there to guide, to illuminate and to inform. And this may mean at times giving precedence to the marketer’s subliminal impulses of ignoring apparent directions thrown up by data.
Muder Chiba
raison d'être
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DICHOTOMIZE TO TARGET
Muder Chiba
जब गुण को गाहक मिले, तब गुण लाख मबका, जब गुण को गाहक नह ीं, तब कौड बदले जाई ।
Short Answer : NO !
Account based Marketing Segments of One
Digital Consumer Personas
Silvers, Boomers , Millennials…
Muder Chiba
Short Answer : NO !
Muder Chiba
Muder Chiba
Geographic
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Demographic
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Psychographic AIO
Muder Chiba Source: Shopper, Buyer and Consumer Behaviour –Lindquist & Sirgy
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Multivariate
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Straight cuts Cross-tab Sequential Dichotomization Multi –Variate clustering
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..In Practice
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Either you have unwieldy Demographic/Usage micro-
segmentations which basically sequentially
dichotomize…or you have ‘ nice-to- name’ 4-6 segment
solutions for which you need not have spent months and
moolah!
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Of a good Segmentation Scheme
Size as relevant for the category and brand
Homogenous within , heterogeneous without Complete the STP* cycle * Segmentation ,Targeting, Positioning
Muder Chiba
Muder Chiba Interpreting Market Research Evidence – Smith and Fletcher
