Segmentation

Shotgun Messaging is Just Too Expensive in Most Situations…So What Do We Do Next?

As millions are invested each year in sales, marketing communications and events designed for professional customers and institutions, precious little is spent seeking to identify which messages are most likely to be effective.  While the main themes and even the unique selling propositions are known about your brand and products, knowing if there are differences in opinion within your target audience about your product or brand’s main value over competitors is critical knowledge.  The identification of these different groups is a process called segmentation.

Segmentation frequently is about who your audience is (such as surgeon type or age group) but many times it can be about attitudes; e.g., affinity for a particular approach to solving a problem, belief in the efficacy of one technology or another, etc.  In such cases, Actionable Research can help with an attitudinal or attitudinal segmentation combined with other segmentation methods such behavioral or demographic dimensions.  The results of these studies enable our clients to better spend budget dollars on marketing and messaging that is most likely to resonate with the largest groups of their client base. 

Many Uses for Attitudinal Segmentation

These segmentation schemes also offer insight into product development (what to emphasize, etc.) and media mix for advertising (publications, sales rep time, etc.) among other important questions.

Contact Actionable Research today and better understand how your best messaging profile can be discerned.  The “specificity” of our marketing messaging can always and continually be improved.