Our segmentation studies begin by defining the purpose and use of the segmentation, before the first questionnaire is ever written. We start by clearly understanding characteristics that will help identify the segments and distinguish one group from the next. The variables may include demographics, beliefs, attitudes, category perception, brand usage, media, and more.
Segment identification is the next phase of the segmentation study. Here, Maritz Research carefully brings both art and science to the process. With exploratory analysis and modeling on collected data, we are able to accurately label each segment, which will lead us to the most viable segmentation options.
Our Segmentation Viewer empowers you and your team with an easier way to compare one segment solution with another. The Viewer will help you analyze segment relevance, statistical validity, and each group's value, helping you zero in on the final segmentation solution.