Segmentation
Many consumer segmentations in mature markets are based on detailed analysis of usage and attitudinal studies – but this necessarily involves large surveys with a tight focus on the category in question. As such they are too expensive and of limited value in strategic situations or when designed for partner identification.
Segmentations based on TGI data offer a number of advantages when category detail is not paramount, for example:
- Faster results as the data is already collected
- Resources focused on the output quality and impact, not questionnaire design
- Richer output possible via the use of the tens of thousands of variables on TGI
For more information on our approach to segmentation and tips for success, click here.
With exclusive access to raw (“respondent level”) data, TGI Insights and Integration can offer precise and customised manipulation combined with complete process transparency. This provides the client with unrivalled levels of control over the process (if desired).
Our simple 4 step approach is available in hundreds of categories across over 65 countries:
- Review potential market drivers and identify proxy measures within TGI
- Develop commercially meaningful dimensions on which to differentiate consumer groups
- Create clusters based on these factors, taking account of intended use
- Profile by differentiating characteristics and create rich outputs tailored for purpose.
