Market Segmentation Defined
Market segmentation encompasses any and all activities that firms engage in to identify groups of customers within a larger market.
About our blogs
As thought leaders in the market research field our goal is to help our client partners maximize the value of their research. We are also fully committed to advancing the field of marketing science through innovation in research methods.
ESOMAR Qualitative 2011 Conference
One hundred seventy or so mostly qual researchers and some of their clients convened in Vienna last week for ESOMAR’s annual qualitative research conference. As ESOMAR is becoming the global research organization, the event offered a view into the challenges of conducting qualitative research in different cultures and countries.
Ready, FIRE, Aim?
How many times have you heard this? “Well, we had an idea; we launched it, and now want to see what people think.” That might be ok, if the cost to launch is at or near zero, or downside of getting it wrong is minimal. However, when truly investing in a launch, AIM before you…
Still crazy for NPS after all these years?
Bain and Company loyalty guru Frederick Reicheld introduced the Net Promoter Score (NPS) in a 2003 article in Harvard Business Review as “the one number” a company needs to measure to drive growth. NPS is simple in the extreme.
Five Ways to Improve Your Marketing Research ROI
Every marketer wants to get the biggest bang for each research buck. Better ROI is not just a matter of lowering costs. Here are five strategies for improving the ROI of your marketing research spend:
Better Late Than Never: Why Not “On Time?”
When it comes to moving with business efficiency, why can’t the government get its act together? In this case, the Clean Air Act. At least there is some guidance as to the future, as the The U.S. Supreme Court today issued a ruling in AMERICAN ELECTRIC POWER CO v CONNECTICUT.
Carrots or Sticks; Which Offers More Light?
Recent news of a potential ban on incandescent light bulbs makes me wonder if we are heading to the Dark Ages? Are Sticks the best way to promote energy efficiency, or do we need Carrots to shed more light?
On the horizon– “persuasion profiling”
Almost everybody knows that marketers use (exploit?) information about consumers’ online activity to target advertising. Eli Pariser (@elipariser) describes the latest targeting twist, “persuasion profiling,” in the May issue of Wired.
Using the Herfindahl-Hirschman Index
What is it? The Herfindahl-Hirschman Index (HHI) measures the competitiveness of a particular industry by calculating the extent to which market output is concentrated among the industry’s firms.
Electric vehicle sound regulations
The European Commission (EC) is in the midst of drafting a law to mandate that every electric or hybrid vehicle makes an artificial noise and the bill will include that the noise is standardized.
