Being able to identify high-opportunity target segments allows for a strategic approach to marketing and innovation, which ultimately drive an increase in revenue. Quester’s approach to segmentation is so inherently distinct from traditional methodologies that it avoids some of its pitfalls by not being subject to them.
In traditional segmentation, respondents simply rate needs as more or less fitting them from among a pre-determined set of statements. Then, potentially, there is also a separate battery of pre-determined unmet needs, which are rated on a scale of fit, importance or some other measure.
By contrast, Quester’s conversationally-based method connects ideas through language by putting the respondent back into the situation to give him/her full access to their needs. It also then organically directs the conversation to get at any unmet aspects of the situation. Rather than being based on pre-determined, unattached lists, Quester’s method allows the situational needs — met and unmet — to organically emerge as a product of a cognitively-engaging interview.
Quester’s segmentation research:
Identifies meaningful and differentiated segments to target
- Sizes segments for prioritization
- Provides understanding of the behavioral and attitudinal differences between groups
- Develops a roadmap for future segment identification
- Provides the foundation for the development of creative marketing opportunities and new product or service innovations