Audience Segmentation

Audience Segmentation

Audience Segmentation

Audience Segmentation

TAG: METHOD

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When to Use It: 

You want to identify the different types of consumers in your market — and which ones you should target and win.

What It Tells You: 

  • Which segments exist in your market
  • Percentage share by segment
  • Buying personas for each segment (who they are and how to appeal to them)
  • A typing tool to use for future research
     

Common Data Sets: 

Can be done on both CRM/transactional and survey data, but is typically done with survey data

Statistical Methods: 

Various unsupervised methods, including:

  • Hierarchical clustering
  • K-means
  • Self-organizing maps
  • Unsupervised random forests

 

USE CASES

USE CASES

Nike Case Study

Identifying Employee Types To Inform Internal Product Development

Related Services

Survey Data Collection

Related Services

Survey Data Collection